A Guide to Recognizing AI Generated Marketing Content

On second thought

If you scan through a piece of content and think “wow, that sounds great” but then read it again and think, “wait… but what does that even mean?” then you might be reading AI content. AI generated content tends to be scarce on details, lacking in genuine analysis, and void of lived experience. In the journalistic world, this type of content is known as “fluff.” As ChatGPT puts it, the content is “meant to sound smart without actually saying something concrete.” 

How “fluff” AI content affects your business marketing material 

Using AI generated content may save a few dollars on hiring a content writer in the short-term but in the long-term, AI’s “fluff” content could cost you customers. Here’s why:

• Your business will lack a unique voice that draws new clients to you

• Your content may not resonate well with clients

• Clients will walk away without a concrete understanding of how your business solves problems they are facing

• Your customers could unsubscribe from your marketing material, as it doesn’t add value

Say that again?

If you ask AI software to write content for your company that is over a few hundred words long you may start to notice quite a bit of repetition. AI generated content tends to say the same thing over and over but in different ways. 

How repetitive AI content affects your business marketing material

ChatGPT says it repeats ideas and phrases with slight variation for clarity but here’s what repetitive content really does:

• Customers may skim content rather than actually read it, reducing the amount of time they actively engage with your business

• Clients could question whether you value their time… and intelligence

• You could be giving your competition, that doesn’t use AI, a creative edge in the market

Are you sure about that?

AI generated content may get to a point where it is reliably accurate with the content it provides but it isn’t there yet. If you see inaccurate content or are unable to find sourcing for a specific fact, you could be reading AI generated content. As ChatGPT put it, “AI can confidently assert false information or contradict itself subtly in a way a knowledgeable human likely wouldn't.”

How incorrect AI content affects your business marketing material

Factually inaccurate AI generated content is probably the most dangerous part of using AI for your business marketing material. Here’s why:

• Incorrect information could lead to legal troubles for your business

• Factually inaccurate information may negatively affect your business’ reputation and credibility

• Customers will lose trust in your business as a thought leader

Following a formula

AI generated content tends to be fairly formulaic and this is where we really get into the realm of “once you see it, you can’t unsee it.” If you look at a collection of AI generated articles or posts you’ll start to notice certain things popping up over and over again like dashes, passive voice, and overuse of parallel structures. For example, a parallel structure may follow a formula of “Whether A or B, C” which you see in a sentence like, ““Whether you’re a beginner, an expert, or somewhere in between, this article can help you recognize AI generated content.” For ChatGPT’s part, it says it uses these types of formulaic structures because they create clarity and rhythm.”AI favors formulaic, low-risk structures to avoid ambiguity or confusion,” ChatGPT says. “Humans, on the other hand, are more likely to jump right to the main idea or use looser language.”

How AI content formulas affect your business marketing material

Formulas can be a “safe” way to write but they are problematic for a variety of reasons, including:

• Savvy customers may view your content as AI-generated spam

• Your SEO rankings will likely suffer 

• Your marketing campaigns might check boxes but fail to connect or convert

• You may see your competitive edge fade 

How To Use AI Content in Your Business Marketing Material