AI is Fast, But is it Smart?
AI tools can generate blog posts, product descriptions, and full website copy in seconds. But does that mean they should?
Your website isn’t just a collection of words—it’s an extension of your brand, a reflection of your values, and a way to connect meaningfully with your audience. AI-generated content, while efficient, often lacks depth, authenticity, and strategy.
This is why website content is one of the most critical areas where human intelligence still reigns supreme.
1. Websites Need Strategy, Not Just Words
AI can generate text, but does it align with your business goals?
In The Art and Business of Online Writing (Affiliate Link), Nicolas Cole emphasizes that great online writing isn’t just about publishing—it’s about understanding your audience, testing what works, and iterating.
AI lacks that ability. It doesn’t know:
• Your unique customer base.
• The subtle differences in how your industry communicates.
• The emotional triggers that turn visitors into customers.
Tiny Experiment Takeaway:
In Tiny Experiments (Affiliate Link), the key to success is testing, measuring, and refining. AI-generated content often skips this process, assuming a one-size-fits-all approach. But small tweaks based on human insights make all the difference.
2. AI Content Lacks Brand Voice & Authenticity
A great website isn’t just informational—it’s memorable.
Example:
Imagine you run a boutique coffee company. You want your homepage to convey your passion for ethically sourced beans and hand-crafted roasting techniques.
You ask AI to generate a “Why Our Coffee is Different” page. The result? A bland, robotic explanation that sounds like every other coffee brand.
Now, compare that to a human-written page that describes:
• The rich aroma of freshly roasted beans.
• The slow pour-over method that creates the perfect cup.
• The stories behind the farmers who make it possible.
AI can’t replicate that kind of depth. Humans connect with humans, not algorithms.
Writing to Learn (Affiliate Link) explains that writing isn’t just about words—it’s about clarifying thoughts and communicating meaningfully. AI doesn’t learn—it replicates patterns. That’s why it struggles with brand-driven messaging.
3. SEO is Changing: Google Wants “People-First” Content
One of the biggest myths about AI-generated content is that it’s great for SEO.
Google’s recent updates prioritize “helpful, people-first content.”
Here’s why AI content often fails the test:
It lacks original insights.
It sounds formulaic.
It doesn’t create real value for readers.
If your content doesn’t feel genuine, Google will push it down in rankings.
Tiny Experiment Tip:
Try an experiment—post an AI-generated blog and a human-written one. Track engagement, comments, and bounce rates. You’ll likely find that human-written content keeps people on the page longer and sparks real conversations.
4. Conversion Copywriting Requires Emotion and Psychology
Good website content isn’t just informative—it persuades.
AI lacks intuitive skills like:
• Psychology—understanding how people make decisions.
• Storytelling—crafting narratives that emotionally engage readers.
• Strategic CTAs—turning readers into customers.
AI-generated CTA:
“Click here to learn more.”
Human-crafted CTA:
“Get instant access to the strategy that’s doubled our revenue.”
In The Art and Business of Online Writing (Affiliate Link), Nicolas Cole explains that the best online content sells an idea, an emotion, or a transformation. AI-generated writing rarely achieves this level of persuasion.
5. How to Use AI Without Losing Your Voice
AI isn’t useless—but it should be a tool, not the creator.
Good Uses of AI for Website Content:
• Brainstorming ideas.
• Summarizing research.
• Generating outlines.
• Speeding up drafts (that you refine yourself).
Bad Uses of AI for Website Content:
• Auto-generating full blog posts or sales pages.
• Relying on AI without human edits.
• Using AI to replace real, strategic writing.
The key? AI should support human creativity, not replace it.
Final Thoughts: Your Website Deserves More Than AI-Generated Text
Your website isn’t just words on a screen—it’s your brand, your business, your story. AI-generated content might be fast, but it can’t think for you, refine ideas, or create real emotional connections.
If you’re serious about high-quality, high-converting content, embrace your own voice.
Want to build better website content?
• Writing to Learn (Affiliate Link)
• Tiny Experiments (Affiliate Link)
• The Art and Business of Online Writing (Affiliate Link)
Next up in the series: AI Can’t Think for You—Writing as a Tool for Deep Learning.
This is Post #1 in the When Not to Use AI series.