Putting the Value of AI Content to the Test

Why AI isn’t the silver bullet you want it to be

This may be an unpopular opinion, but the current fervor over AI doesn’t match the reality of its capabilities. AI technology has its uses, don’t get me wrong; any technology that allows me to transcribe interviews faster so I don’t have to listen to my own voice for hours on end is a godsend. But here’s the important part: AI can’t replace original writing because it can’t come up with new ideas, only summarize existing ones.

You can’t be a leader in your field if you’re not saying anything new.

Writing and editing have always been undervalued skills, so you’d be forgiven for jumping on the bandwagon. However, good writing is about more than stringing words together coherently. You want to be able to tell an engaging story with original insights, whether that story takes the form of a blog post, case study, press release, report, or social media text.

Meanwhile, good editing is generally invisible. It’s not just about knowing your grammar rules (Oxford comma forever, I am not sorry). A good piece of writing won’t look like it’s been edited at all because skilled editors bring out the best in their writers, rather than cutting their work to shreds or talking over them.

You might think I’m being stubborn, stuck in the past, desperately trying to salvage a decades-long writing career against the invading technological threat, but guess what? I brought receipts. I’ve given AI content a chance and chronicled the results in this case study. Here are the highlights:

Which type of content ranks higher? Human, with an average rank of 16 positions higher. That’s almost two full search result pages.

Which type of content ranks faster? Human content, by a factor of more than 2x.

Which type of content leads to more down-funnel engagement? Human, with zero new contacts created by AI content.

Having to proof AI-generated content has given me a much deeper understanding of its benefits and shortcomings. It’s fascinating technology, but there’s no reason it should replace genuine creative output. You might save time and money in the short-term with AI content, but ultimately, it just doesn’t resonate.

Of course, not every company can afford a full team of writers and editors, and that’s fair! If that’s the case for you, hiring a skilled freelancer (like me, just saying) might be the solution. Email me at sarahthebeef at gmail dot com and let’s talk!

Photo credit: Steve Johnson, Unsplash