Overcome the Drawbacks of AI Content Generation

Since the launch of ChatGPT at the tail end of 2022, AI content generation has exploded in popularity. You’d be hard-pressed to find someone who hadn’t tried entering a quick prompt and seeing what the language model can really do. However, many businesses have rushed headfirst into the world of AI without considering the potential downsides.

In this article, we’ll take a look at some of the drawbacks of AI content generation. We’ll explain why each of them can have a negative effect on your site, taking into account factors such as SEO and UX. Finally, we’ll talk about how having an AI agency on your side can help you to sidestep these pitfalls. Let’s get started!

What is AI content?

Before we delve deeper into the topic, let’s start by establishing what AI content really is. AI content is generated by models that make use of machine learning algorithms and natural language processing.

These models are trained on vast datasets of existing written content, such as books and websites. This enables them to learn common patterns, styles, and vocabulary. In turn, this allows them to generate new content that mimics the writing style of humans.

Because AI language models are trained on many different types of written content, they are able to adapt tone of voice, length, and other factors to best suit the prompt they are given. They can be highly effective at generating large amounts of content within a short timeframe.

However, AI is not infallible. In the next section, we’ll take a look at some of the negative sides of AI content generation.

Drawbacks of AI content generation

While AI tools can be useful, they come with limitations. Here are some of the drawbacks that you need to be aware of when generating content.

It can be inaccurate

An AI-generated image of the word "Oops" appearing in clouds

AI content generation can look impressive on first glance, but it is far from immune to inaccuracies. The first issue here is the data that the models are trained on in the first place. Because AI ‘learns’ to write by replicating patterns, it is susceptible to perpetuating biases and errors that appeared in the original content.

You should also be sure to check whether your AI tool of choice has access to real-time information. This functionality was added to the premium version of ChatGPT in September 2023, for example, but, as of the time of writing, it is still not available on the free version. This means that models cannot accurately cover topical events, or fields where knowledge is advancing quickly.

There’s also the issue of what’s known as a hallucination. Put simply, this is where AI confidently tells you a fact that is completely incorrect. A key example came when Google demoed its Bard AI chatbot in February 2023, only for it to give false information about discoveries from the James Webb Space Telescope.

It doesn’t always grasp context

An important thing to remember about AI chatbots is where their skills lie. As language processors, they excel. When it comes to discerning context, however, they’re much weaker.

One problem is that words can have different meanings, and while a human can easily determine which of them is pertinent to the sentence, AI finds this much harder. It might, for example, be unable to tell whether you’re talking about a bank where you store money or the bank of a river. The content it generates may in turn end up being nonsensical.

AI can also struggle in situations where information is limited. Where humans can use context to fill in the gaps and figure out the intended meaning, AI often cannot do so. It may also misjudge tone; a sarcastic response from a user may be read as a sincere one, leading the bot to jump to the wrong conclusions. Similarly, it may be unable to correctly ‘read’ user input that is culturally specific—for example, using a British English idiom when it has been trained on American English data.

Then there’s the fact that context can shift during the course of a conversation. Let’s say that you started off talking about football before moving onto rugby. You may then want to know who won a certain game. AI may be stuck on the original context of the conversation and give you results relating to football.

The content might not be unique or original

An AI generated image of two similar landscapes

AI models are, by their nature, meant to be good at spotting and replicating patterns. That makes them great at producing content quickly and at scale. The problem with this is that their output is unlikely to be unique.

If you’ve ever played around with an AI chatbot, this is something you may well have noticed yourself. You may notice, for example, the same kinds of sentence structures appearing over and over again. The word choice might not be very varied, or the bot may keep coming back to the same phrases or expressions.

Put all of this together, and the content that AI generates may often read suspiciously similarly to what’s already out there on the web—as well as to other examples of its own output.

This lack of originality isn’t just surface-level, though. There’s also the issue that AI is unlikely to generate new ideas. Ask it to write about a certain topic, and it will likely cover it from a perspective that already exists. That’s partly because AI is unable to bring any personal experience to the table, relying instead on that of others.

Also worth considering is the fact that AI models are typically trained to avoid generating anything too extreme or offensive. There are benefits to this, of course, but also negatives: because AI has been taught to play things safe, it’s unlikely to come up with anything truly innovative. For this, human input is still needed.

It’s not as good as human-created content

The final point we’ll cover here is a simple one: as good as AI is, human-written content is still better.

People are able to infuse their writing with a sense of creativity and imagination that AI just doesn’t have. We’re able to produce novel ideas and come at topics from unique angles. And while AI can learn a great deal about a certain topic, humans who are experts in their field can cover complex or subjective topics with greater depth.

Where AI lacks genuine emotions and falls back on facts, humans can draw upon the full breadth of their experience. AI has training; humans have intuition. This makes it easier for us to empathise with others, understand what makes people tick, and produce content that really resonates.

How to overcome the drawbacks of AI content generation

An AI generated image of a robot using a tool

Having read all of the points above, you’d be forgiven for thinking that AI just isn’t worth your time. However, the point we’re making isn’t that we ought to do away with artificial intelligence, but instead to use it more intelligently.

Too many people think that AI content generation is as simple as entering a quick prompt into a chatbot and copying and pasting the output. Go down this route, and you’re doomed to fail. Change the way you think about AI, though, and it can become integral to your business’ success.

One sure-fire way to improve the quality of your generated content is to turn to an AI agency.

How an AI agency can help

Supersede Media is amongst the first digital marketing agencies to transition to offering AI-assisted services. In a nutshell, this means that we combine the power of AI with the experience of human writers.

We’ve worked extensively with a range of tools, and are adept at crafting prompts that avoid ambiguity and get the most out of AI. By working with us, you can easily generate content that sounds like your business, ensures readability, and conveys the message you want to get across to the people you most want to hear it.

We don’t stop there, though. Each member of our team is skilled in conducting original research to correct any errors. We’ll also optimise the content produced to ensure that it matches the keywords you most want to rank for.

By harnessing AI, we’re able to speed up the process of content production. By using our experienced team, we ensure excellent-quality content every time. It’s a match made in digital heaven.

To find out more about what we have to offer, read our guide on what an AI agency can do for you, or email us to get information tailored to your business’ needs.