AI content generation has become a hot topic for digital marketers and curious businesses, growing in popularity over the last few years. New AI writing tools have entered the market with the aim of making content creators’ lives easier by producing a variety of copy in minutes.

We’ve tried a couple of these tools to see what the fuss is all about – and to see if AI content generation tools are as good as they seem. But how does AI write content? And does AI content rank? In this article we’ll take a look at some of the tools on the market and whether it’s worth incorporating AI writing software into your marketing mix.

How does AI content generation work?

Content creation with AI involves artificial intelligence producing content, based on the data found online. Using natural language processing (NLP) and natural language generation (NLG), AI tools teach themselves all they can about a topic and generate sentences using vocabulary they’re designed to learn.

Usually, when using a content AI tool, you select the type of content you want the tool to produce. Type in the topic, a description of the content you want the tool to write, import keywords and select an emotion. The AI article writer then produces content based on what you’ve inputted and the info it can find online – it usually takes no more than a few minutes.

Often, once the tool has finished writing your content, you can give feedback or select the style that you like, so over time the tool will learn how to better produce the content that meets your needs.

You can see an example of a blog written by Jasper.ai here, and see an example we pulled from another AI tool, writing about content and AI:

"Artificial intelligence content is the future of blog and article writing. AI is a new trend that has recently gained popularity in the world of content creation. Bloggers, writers and website owners are using AI to generate blog posts, articles, white papers and other forms of content to save time and money. AI-generated content is a great way to save time and money. It’s also an excellent way to build your brand or generate leads for your business as it attracts readers with its unique value proposition."

Does AI content rank in Google?

Google has said that AI generated content is considered spam. As AI content is essentially auto-generated content, it goes against their guidelines and is considered a black hat practice.

However, the issue that Google has is that they ‘can’t claim’ to tell when someone has used AI writer software. SEMRush trialled this by creating a number of pages with AI (with tools that used artificial intelligence model GPT-2, doing no SEO optimisations other than link building. The pages did achieve a few rankings, suggesting that, if these blogs had been fully optimised, it could have produced some impressive results. You can read the full case study here.

Not only that, other users claim to have achieved rankings using AI content writing. This shows that Google is not yet able to differentiate between AI content and content created by humans. What doesn’t help is that GPT3 – the machine learning model used by AI writing tools – seems to be harder to detect compared to other models, posing more of a challenge for search engines.

Google has always said to write for your target audience, not search engines. In order to create content that truly resonates with them, you need to pay attention to the industry, listen to what your audience is actually saying so you can provide points of real value, and even the solution. Simply finding keywords, importing them into tools and using AI to write articles leads to generic copy that doesn’t hit home with your readers.

Head to our website to read the full article on AI copywriting pros and cons: https://www.loomdigital.co.uk/insights/should-you-use-ai-for-content-writing/