After more than 30 years writing everything from news articles to website copy and business materials, I’ve noticed something about AI-generated content:
It can appear professional, but it’s not distinctive. And that can be problematic for a business.
I get it. AI is a fast and easy way to get website content that seems to say all the right things. I use it myself to brainstorm ideas and streamline the writing process. But as a professional writer and editor, I also wield my red pen because there are certain things AI just can’t do well.
The Problem With Pattern-Based Writing
AI is trained on enormous amounts of publicly available content and all it is really doing when it’s generating content is drawing from patterns it has seen repeatedly. And here’s the type of phrasing you get from pattern-based writing:
- Vague claims: innovative, trusted, comprehensive
- Hollow positioning: helping, supporting, delivering
- Empty outcomes: growth, excellence, success
- Generic value props: tailored solutions, seamless experience, peace of mind
What you’re less likely to get is copy that’s compelling or persuasive — the kind that speaks directly to your customers and the problem they need solved, reflects the nuances of your business, and articulates what makes you different.
The safe, familiar patterns of AI language won’t sink you. But it won’t make anyone stop and take notice, either.
The Difference is Obvious
What happens when you replace broad AI-generated website copy with copy rooted in actual outcomes, real services, and genuine customer concerns? Here’s how it changes the entire perception:
Notice how the right column sounds like it came from an actual business?
AI Is a Starting Point, Not a Finish Line
AI can be a useful tool for getting words on the page, but before you hit publish it’s worth a closer look by someone who understands the difference between filling space and building trust.
In a marketplace filled with AI-generated sameness, specificity about how you solve your customer’s problems and the unique benefits of doing business with you is a genuine competitive advantage.
Even a few targeted changes can make your website more memorable and credible.
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