AI certainly feels like it’s taking over. More than half of the content you read online, 57% to be exact, is generated by artificial intelligence. It’s everywhere: churning out articles, social media posts, and marketing materials at lightning speed. But is that a good thing?

At Abask Marketing, we love efficiency. We love smart tools that help businesses grow. But we also know that when used incorrectly, AI can tank your credibility, lower your Google rankings, and leave your content feeling robotic. The trick is knowing when AI is a helpful sidekick and when it’s a liability. Let’s get into it.

The Good: When AI Can Be Your Best Friend

AI can be an incredible tool for quickly getting ideas out of your brain and onto the screen. If you’ve got a bad case of writer’s block for a particular project, AI can give you a jumpstart. It’s great for generating initial ideas or structuring content, so you’re not building from scratch.

Short-form content is another area where artificial intelligence shines. AI can generate multiple options in seconds if you need a snappy headline, an email subject line, or an engaging Instagram caption. The key here is to tweak and refine. Use AI as a brainstorming buddy, not as the final writer.

AI can also help with SEO by suggesting keywords and structuring content in a way that search engines like. But (and this is a big but) Google is getting really good at detecting AI-generated content. If your blog post is too polished, too formulaic, or lacking originality, Google will push it down in the rankings.

The Bad: When Artificial Intelligence Will Sabotage Your Success

AI lacks nuance, personality, and human touch. If you let AI write your blog, website copy, or long-form content without heavy editing, it will read like a generic, repetitive, and, if we’re honest, boring mess. It’s like turning in a fifth-grade book report that just repeats the same points in slightly different ways. Google sees it. Your audience sees it. And they both lose interest fast.

Here’s a blog explaining why AI falls short in content marketing!

Authenticity is another major issue. AI doesn’t understand your brand’s voice or the emotional connection you have with your audience. It can’t add humor, tell a compelling story, or share personal experiences. If your content feels lifeless, your audience will scroll right past it

Last, let’s talk about credibility. Artificial intelligence is known to generate misinformation. It doesn’t fact-check. It doesn’t verify sources. If you publish AI-generated content without reviewing it carefully, you risk spreading false information, and that’s a fast way to lose trust with your audience.

The Ugly: How to Use AI Without Getting Burned

The key to using artificial intelligence successfully is simple: edit aggressively. AI can give you a draft, but you need to go through it with a sharp eye and ruthless precision. Rewrite sentences, add personality, and make sure your content actually sounds like you.

Watch for AI’s favorite crutches: repetitive phrasing, overuse of certain words (hello, elevate), and an unnatural obsession with em-dashes. AI content likely feels stiff and formulaic, so you’ll have to inject some real human energy into it.

Fact-check everything. AI isn’t an expert. It just predicts words that might make sense together. Double-check statistics, sources, and claims to make sure your content is accurate.

Most importantly, don’t rely on artificial intelligence to do all the thinking for you. Relying on your expertise, creativity, and strategic insight is what makes your brand connect and stand out. AI should support your work, not replace it.

The Bottom Line

AI is a powerful tool, but it’s just that: a tool. When used wisely, it can help speed up some aspects of content creation, spark new ideas, and optimize for SEO. But if you let artificial intelligence do all the work for you, your content will feel robotic, uninspired, and invisible to both Google and your audience.

If you want content that ranks well, engages readers, and reflects your brand’s unique voice, you need a smart strategy. That’s where we come in. At Abask Marketing, we know how to balance AI efficiency with human creativity. Schedule a free consultation with us today, and let’s create content that actually works.