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Content creation with AI: Balancing automation and authenticity

Tom Amitay - Organic marketing & SEO expert
By Tom Amitay
Head and shoulders photo of Michelle Meyer
Edited by Michelle Meyer
Romi Hector
Fact-check by Romi Hector

Published June 13, 2024.

Content creation with AI

Key takeaways:

  • AI has made content creation more accessible and affordable, leading to a content surge.
  • Content creators should provide valuable and original content beyond what AI can replicate.
  • This includes adding a personal touch, original insights, and multimedia elements.
  • Effective content strategies balance AI and human elements.

AI is reshaping content creation. It has made content generation more affordable and accessible, regardless of background or resources. And as AI continues to evolve, it will undoubtedly become more accurate and precise. It will start creating social media content that resonates with people and looks man-made.

Traditional content creation vs. AI-driven methods

Comparison table comparing the differences between traditional vs AI content creation


Traditional content creation methods require a lot of manual effort—a barrier that AI has largely removed. For instance, with ChatGPT, you can ask a question and get an answer almost instantly. This shift has drastically lowered the barrier to entry for content creation, especially for individuals aiming to gain influence online.

While AI has revolutionized content creation, it also has its limitations.

The limits of creating content with AI

  • AI-generated content often lacks originality Since AI constructs answers based on existing information, its outputs often mirror existing content, leading to duplication and a lack of variety.
  • AI can't draw from personal experiences While AI can summarize information effectively, it fails to bring the human touch that often enriches text.

Despite its limitations, 85.1% of marketers already use AI to create content.

How will this influx of AI-generated content affect performance and SEO?

How AI is transforming SEO practices

Graphic of a computer screen surrounded by SEO-related icons


AI is set to influence SEO significantly. Firstly, Google will be able to answer many general questions by itself, reducing the need to write about these topics.

The increase in content quantity poses another challenge. Google already excludes large amounts of low-quality, duplicated, or thin content from its index.

Screenshot of "Crawled - currently not indexed" on Google Search Console


So, as AI continues to grow, it may lead to more low-quality content—especially when most of this content is generated by the same machine that produces Google search results. As a result, Google may choose not to index it at all.

It's essential to understand that simply creating more content isn't the solution. Instead, prioritize creating valuable content that meets users' needs, which aligns with Google's focus on helpful content.

Incorporating AI into a successful content strategy

Graphic of a man sitting at a desk with a laptop in front of him


Using AI in content strategy is more than simply leveraging this technology to generate content. If you're using AI to move identical content from one platform to another, you're not adding unique value.

Expert quote that reads: When people can create exciting content using AI, that's where the magic happens


The real advantage lies in utilizing AI to create better content. Better content makes for a better customer journey. AI efficiently generates data-driven content that doesn't require personal insight or opinion.

But when it comes to producing engaging content that converts and demands a unique perspective, the human touch remains vital.

So, the most effective approach to using AI is to balance it with human input. This includes:

  • Take care of the ideation process yourself to ensure your content remains unique and valuable
  • Using AI to identify and understand topics relevant to your brand
  • Letting human editors and content creators use AI as a tool to edit and enrich content—not leaving the entire content creation process to AI

The AI challenge: Creating content that AI can't

The growth of AI will impact the nature of the content being produced, inviting a wider array of topics to be explored. To rank higher, content needs to go beyond copying AI-generated responses: it must be new, unique, and rich in value.

Adding a personal touch or a human element, such as engaging videos, is sure to boost rankings, attract links, and drive traffic to your site. In this changing landscape, the challenge isn't using AI to produce content but creating content that AI can't—a task that demands originality and human insight.

» AI has a blind spot: Discover the different types of content AI can't produce.