How To Successfully Use AI In Content Writing

Will AI eventually completely take over content writing? 

In many respects, it has already begun to do so. However, more than a year after its launch, we are witnessing a growing skepticism among people who are starting to recognize the drawbacks of AI-generated content, especially with how it’s being used extensively across every corner of the internet. 

Can ChatGPT and other similar tools replace traditional content writing? 

Once again, to varying degrees, it already has. Your content distributed across all your sales, marketing, and customer service functions serves as the channel through which prospective customers and supporters get to know your brand. It’s what triggers the first visit, the first impression, the first interaction; it’s basically what sets the tone for the entire engagement. It’s what landed you on this part right here. 

While leveraging Generative AI in driving your content is becoming the default, what most companies fail to realize is that if every competitor is using the same prompts to generate the same content for the same prospects to claim the same market share, how can you possibly stand out? 

AI-powered content writing isn’t going away, yet there are right and wrong ways to make it work for you. Here’s how you can maximize the tool: 

Young funny man in glasses writing on typewriter - Flawless Inbound

Train To Distinguish AI Content  

Improving your content involves grasping the line between AI-generated and human-authored content. It might seem a bit paradoxical, but if you can't tell what's human and what's AI, injecting that human touch into your writing becomes trickier. This, in turn, makes it more difficult to attract traffic to your content. After all, understanding the source of your content is essential for creating engaging and relatable material that resonates with readers. 

There are a lot of tools available in the marketplace for classifying AI-generated content, but it's still valuable to train your mind to spot common patterns that typically emerge in most AI-generated pieces before relying on these tools. 

  • Repetition of words and phrases: AI outputs frequently demonstrate a tendency to repeat the same keywords and phrases with very little variation when discussing a particular topic. 
  • Lack of substance: Generation tools lack depth and typically provide only surface-level information for most topics, which means you’ll not be getting unique insights in most cases. If the content sounds robotic and generic, you'll notice it quite quickly. 
  • Inaccurate and outdated outputs: The accuracy of the system relies on the information it is fed, so of course, there might be instances where outputs are incorrect or unrelated to accurate facts. Additionally, information can become outdated; for example, ChatGPT is limited to information pre-September 2021. 
  • Format and structure: The human voice possesses layers, pauses, and contradictions, but generation tools end up producing a very similar, formal sentence structure almost consistently. After reading enough AI-generated content, these structural patterns become quite obvious. 

Use AI Detection Tools 

While training your eye to spot AI-generated content patterns is helpful, trust in your insight may falter. In such cases, relying on specialized tools becomes essential for distinguishing between the human voice and artificial intelligence. Here are a few commonly used tools: 

ZeroGPT Algorithm: 

  • Trained on 10M+ articles for 98% detection accuracy. 
  • Supports multilingual text. 
  • Identifies popular language generators like ChatGPT, GPT-4, and Google Bard. 
  • Highlights sentences most likely written by AI. 

Originality.AI Chrome Extension: 

  • Developed by content marketing experts, with 94% accuracy. 
  • Scores text on a 0-100 scale, with higher scores indicating a higher likelihood of AI production. 
  • Ideal for seamless and immediate detection during online writing and reading. 
  • Especially useful for writers, content marketers, and web publishers. 

Writer AI’s Content Detector: 

  • Estimates the proportion of AI-generated text. 
  • Both free and paid versions with a 300-word limit. 
  • Provides a prediction percentage for the amount of human-generated content. 

As AI tools advance in accuracy, AI detection remains crucial for individuals to assess the authenticity of the content they encounter. 

Develop Powerful Prompts 

It's crucial to bear in mind that Generative AI formulates responses based on patterns acquired during training and the input supplied in the prompt. It doesn't have an intrinsic understanding or knowledge of any subject but rather extrapolates information and generates text based on the context perceived from the inputs. That essentially means the outputs are only as effective as the inputs.  

This sounds like a bit of a limitation, but there's a silver lining. 

You get better results when you know how to craft, refine, and iterate on the prompts. By carefully crafting the commands, you get to steer the ship on tone, style, and content in the generated text. This way, you can actually create content that matches your intentions – whether it's for creative writing, problem-solving, or information retrieval. The more detailed and explicit the prompt, the more powerful the response.  

It's all up to the end-user when it comes to inserting prompts – how much time do they want to invest in shaping and guiding and optimizing the content? How are they adapting their prompt strategies based on the specific type of content or information they are seeking? Are they considering the potential biases in their prompts and taking steps to ensure fair and unbiased responses from Generative AI? 

If prompts are the keys to cultivating compelling content, the end user is undoubtedly the virtuoso, skillfully playing the melody of AI’s responses. 

Keep Iterating 

Copying and pasting the results from Generative AI tools straight into your content management platform will create trouble.  

Instead, embrace an iterative approach. When reviewing the output, assess its strengths, weaknesses, and areas requiring improvement. Has the AI accurately captured the intended tone? Has it conveyed key messages and adhered to your content strategy? There might often be gaps, inaccuracies, or deviations from your expectations, so take note of specific areas requiring adjustments or additional details. At this stage, it's a good idea to clarify nuances or adjust parameters to iteratively enhance the AI's understanding of your preferences and requirements. 

As you repeat this cycle of review and refinement, you’ll eventually find content that aligns with your vision. As they say, “Good writing is editing,” so these quality control measures are truly indispensable for maintaining consistency and coherence in your work. 

Give It a Human Voice 

No AI can understand context, nuances, and tone as well as a human, so you have to keep editing your content to convey subtle emotions, humor, or cultural references.  

The human voice is singularly unique and immediately relatable, and writers since the dawn of civilization — far before Generative AI— have struggled to capture the human voice. Something extraordinary happens when you inject personality, empathy, and emotion into your words – it establishes a rapport with the reader, prompting them to act because the content is undeniably influential, igniting a stream of thoughts that demand a response. 

This rings true not just for creative writing but holds just as much weight for writing sales and marketing content. The aim is to forge a human connection that paves the way for a human transaction or interaction; relying solely on AI won't cut it in building authenticity and trust. You need an adept writer to establish and bolster brand identity, ensuring the content aligns seamlessly with the brand's values, voice, and style, and authentically communicates the messaging. 

OpenAI itself suggests that users should edit rigorously to preserve the human voice: 

Despite its capabilities, GPT-4 has similar limitations as earlier GPT models. Most importantly, it still is not fully reliable (it “hallucinates” facts and makes reasoning errors). Great care should be taken when using language model outputs, particularly in high-stakes contexts, with the exact protocol (such as human review, grounding with additional context, or avoiding high-stakes uses altogether) matching the needs of a specific use-case.” 


Should You Use Generative AI For Content Writing? 

In short: yes! But the answer isn't cut-and-dried nor straightforward.  

Due to its training on a vast array of human-generated written content, Generative AI’s outputs naturally mirror much of the existing material. The widespread use of this model means it can inadvertently produce uncomfortably similar content for different users, raising concerns about intellectual property issues that could pose significant liability risks. 

It's a must to rethink, retool, rephrase, rewrite, and dive deeper into the content from AI if you want to steer clear of duplicate situations and really connect with your readers. 

At the same time, there's a genuine upside to integrating Generative AI into the initial phases of content writing – everything from gaining information about a subject more quickly than sorting through SERP results to uncovering major points or sections to include in the outline of an article. Most importantly, it can act as a thought catalyst, helping navigate through a mental fog and inspiring creative breakthroughs. 


Stepping into this new world of AI-powered content creation and marketing strategy isn't a walk in the park - where so much creativity and originality gets muddled with the dynamics of artificial intelligence. Ultimately, to outpace your competitors and secure more traffic, leads, and sales, you'll need to consistently put on your thinking cap and work a bit harder.

Flawless Inbound's Inbound Marketing Services offer robust expertise in content writing, editing, and prompt engineering. This proficiency can support you in transforming your content and making it stand out. With experience spanning various industries, we can consistently lead the way in developing a compelling digital marketing plan that reliably attracts new leads. Contact us today for a free consultation on marketing strategy.