Why you should always check AI content creation

Thinking of using ChatGPT or another generative artificial intelligence (AI) tool? Make sure you review your output. There’s an important reason why humans need to check AI content creation. As with any type of technology or tool, you need to know how to use it correctly to get the best results. We share a guide to help you avoid some common pitfalls…

What is AI content creation?

Artificial intelligence (AI) is now woven into the fabric of our everyday lives, from Siri to Alexa to personalised shopping recommendations. AI provides the engine behind chatbots, and it protects us against fraud through banking processes and facial recognition.

There are also generative AI tools. For the purpose of this blog, we will look at one of the most popular – ChatGPT. Developed by OpenAI, this technology is a natural language processing model pre-trained on a bank of internet text and data.

Many people are using ChatGPT for a variety of admin tasks, as well as drafting reports and creating marketing content. In some instances, AI can make your life easier as long as you know how to use it. If you don’t check it, however, it could make your life harder in the long run.

Pros for using AI:

  • AI can do boring manual tasks
    One of the best uses of AI is when you need to digest a large piece of information. You can ask ChatGPT to create a summary of a webpage showing key points; this is particularly useful for presentation slides. You’ll need to check that the summarised version doesn’t alter the context or change any important facts.
  • AI can save you time
    Need to get your thoughts down quickly for a report or an article and you don’t have much time? You can give bullet points to create a rough draft in ChatGPT that captures key points. You can then edit this into a blog or a magazine article.
  • AI can make you more productive
    While AI is busy working on routine tasks or responding to customers via ChatBots, you can focus on your business. More time spent on running your business could lead to more sales.

Cons of using AI to create marketing content:

Below are seven reasons why you need to check and edit any content produced by ChatGPT or other artificial intelligence (AI) tools:

  1. AI can affect your business reputation
    At the time of writing, there are a number of highly publicised cases where various news publications are suing OpenAI for plagiarism. They state that the AI has used millions of articles without seeking permission. Therefore, you must check your sources before publishing any type of AI-generated content and credit accordingly. If you’re a legal or financial services firm, we strongly recommend avoiding AI at this current time.
  2. AI probably doesn’t know what you’ve already written
    Unlike a human, unless you are using corporate-level AI programs and specific AI tools, AI won’t know what you’ve already written. You could end up writing a blog on the same subject as something in the past. If you use the same keywords or headings, you could run the risk of cannibalising your content, which could hinder your SEO.
  3. AI relies on well-crafted prompts
    In the creative industry, we often say we’re only as good as the brief we are given! And this applies to ChatGPT… You need to get the prompts right to achieve the right output. Remember to fact-check what you have produced. If you’re using AI for your marketing content, you need to align this to your tone of voice and style. You’ll also need to make sure marketing messages resonate with the right target audience.
  4. AI lacks critical thinking
    If you’ve tinkered with AI, you’ll already know that it’s hard to create a persuasive blog article because it lacks critical thinking. Going back to the last point, unless you are using specific prompts, you are at risk of churning out content for content’s sake. Human editing allows you to include opinions, views and objective perspectives.
  5. AI is repetitive
    Due to the inability to think critically, raw ChatGPT blog articles often repeat the same words. The AI simply churns the same points over and over again, rewording them slightly differently. Yawn, boring! This is exactly why you need to edit the content…
  6. AI can appear cringey
    If you’re based in the UK, you’ll wince every time you see an AI-generated blog that hasn’t been edited. For some odd reason, it insists on using words like “killer”, “skyrocket” and foster” throughout the content. The danger here is that if you don’t check and edit, you could end up alienating your audience.
  7. AI defaults to US English
    Language is an important part of writing effective marketing messages. At the time of writing, ChatGPT defaults to using US English, so you need to make sure you use the right language version. If your content is American in style, but you’re trying to communicate to a UK audience, you might not get the right impact.


To conclude, artificial intelligence is now an important part of 21st century life, so we can’t ignore it. And in the right applications, it can be an invaluable tool. But if we use AI for content creation and we don’t check the outputs, then we are at risk of churning out nonsense. Google will continue to rank quality content over poorly generated content.

If you want your business to stand out and be seen by your target customers, you need to create quality pieces of content for your business.

Why not ask us to edit your content? Bright Owl can turn your AI bot words into compelling marketing content, which is fully optimised for search engines.

Get in touch to find out more about our copyediting services and content workshops.



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