Human Vs AI Copywriter Generated Content 

Human vs AI Copywriter

Why You Should Use a Human Copywriter Over AI-Generated Content

Over the past few years, AI copywriting has sparked debates in the marketing industry.

Should businesses now choose automated content over human copywriters?

AI copywriting tools have the ability to create computer-generated content using seemingly natural language (to the naked eye). The tool gives you the freedom to choose the topic and a style of writing for a range of copywriting projects.

While it may seem like a major stepping stone in the world of marketing, is AI copywriting really all it’s cracked up to be?

Quite simply – the answer is no.

Unfortunately, AI copywriting platforms do have significant limitations which could leave your online content falling flat.

Here’s how:

The Pros and Cons of Human vs AI Copywriters
Copywriting in a Post-AI World: How Technology is Changing the Industry

The Copywriter’s Dilemma: Human Creativity vs AI Efficiency

Lack of creativity

While AI can generate impressive content at first glance, it significantly lacks human creativity. AI tools work by scouring the internet for fragments of existing copy derived from other websites and creates something ‘unique’.

Don’t be fooled – your content is not unique at all, but simply a mildly plagiarised piece of copy that blends the works of others. Therefore, it’s impossible to stand out from the crowd with the type of content that is produced as it’s no different to every other blog post out there.

    Cannot replicate human emotion

    Readers are more connected to a piece of content if it plays on their emotions.

    AI-generated copy simply cannot replicate this tone of voice. A machine cannot understand emotions and feelings, as well as culture, and values. As such, the copy is likely to be rigid and frosty and readers may struggle to relate to it on a personal level.

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    Artificial Intelligence and the Future of Copywriting: What You Need to Know

    No fact-checking

    Google’s search-ranking approaches include ranking content that is relevant, interesting, and most importantly, highly accurate.

    AI has no way of checking the facts. It simply relies on human content that already exists and regenerates it for a new audience. If there are any false facts included, it’s going to end up in your content. In time, this could start to affect the trustworthiness of your brand.

    Google Could punish AI-generated content

    Google uses crawlers (or bots as they are otherwise known) to crawl a website and index it based on the quality of the content.

    Google instantly recognises whether content has been generated by an AI copywriter. As a result, Google’s algorithms will punish a website based on this repetitive conduct which could dramatically affect your ranking on SERPs or eliminate it from search engines altogether.

    In the past few months, Google has been developing and improving its ability to track down and punish websites if its content does not align with its standards.

    Update (22/02/23) Google have released the following guidance on AI generated Content 

    Appropriate use of AI or automation is not against our guidelines. This means that it is not used to generate content primarily to manipulate search rankings, which is against our spam policies.


    Automation has long been used in publishing to create useful content. AI can assist with and generate useful content in exciting new ways.


    Poor quality content isn’t a new challenge for Google Search to deal with. We’ve been tackling poor quality content created both by humans and automation for years. We have existing systems to determine the helpfulness of content. Other systems work to elevate original news reporting. Our systems continue to be regularly improved.


    These issues exist in both human-generated and AI-generated content. However content is produced, our systems look to surface high-quality information from reliable sources, and not information that contradicts well-established consensus on important topics. On topics where information quality is critically important—like health, civic, or financial information—our systems place an even greater emphasis on signals of reliability.


    We have a variety of systems, including SpamBrain, that analyze patterns and signals to help us identify spam content, however it is produced.


    Using AI doesn’t give content any special gains. It’s just content. If it is useful, helpful, original, and satisfies aspects of E-E-A-T, it might do well in Search. If it doesn’t, it might not.


    If you see AI as an essential way to help you produce content that is helpful and original, it might be useful to consider. If you see AI as an inexpensive, easy way to game search engine rankings, then no.


    You should consider having accurate author bylines when readers would reasonably expect it, such as to any content where someone might think, “Who wrote this?”

    As a reminder, publishers that appear in Google News should use bylines and author information. Learn more on our Google News policies page.


    AI or automation disclosures are useful for content where someone might think “How was this created?”. Consider adding these when it would be reasonably expected.


    Giving AI an author byline is probably not the best way to follow our recommendation to make clear to readers when AI is part of the content creation process.

    Should you be using an AI copywriter?

    The bottom line is that AI-generated content is a great brainstormer for coming up with basic ideas, but it will never replace the human voice.

    It may speed up the planning produce of what to include in your content, but it cannot create a powerful and clear brand message in the same way that a human copywriter can.

    It’s fair to say that AI copywriting tools have a long way to go before they can truly imitate the trained copywriter. As such, it is not something you should be relying on in the foreseeable future if you’re passionate about achieving online success.

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