Using AI to write content: guidelines that keep quality high
AI writing tools can speed up drafting, but quality, accuracy and originality still need people. Here are practical guidelines for using them well.
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Key takeaways
- Use AI to assist research, outlines and drafts, not to replace expertise.
- Check every fact, name, number and claim before publishing.
- Add real experience, examples and opinions that only your team can provide.
AI writing tools can produce a first draft in seconds. Used carefully, they speed up content work. Used carelessly, they flood your website with generic, sometimes inaccurate text that damages trust. Clear guidelines make the difference.
Where AI helps
- Research starting points: summarising topics, listing questions to cover, suggesting angles. Verify everything.
- Outlines: structuring an article or page before writing.
- First drafts: turning notes or interviews into rough text.
- Editing: suggesting clearer phrasing, shorter sentences or alternative headlines.
- Repurposing: adapting an article into social posts or email summaries.
- Variations: ad headline options or product description drafts for review.
Where people are essential
- Expertise and experience: your methods, examples and opinions.
- Accuracy: AI can state false information confidently.
- Brand voice and judgement: what to say, what not to say and how.
- Accountability: a person should approve what is published.
Guidelines for your team
- Start with your own input. Give the tool your notes, outline, examples and voice guide, rather than a one-line prompt.
- Fact-check everything. Names, numbers, dates, quotes, legal or medical statements and technical details.
- Never invent proof. No made-up statistics, testimonials, case studies or sources.
- Add what only you know. Real examples, lessons from your work and specific advice.
- Edit for voice. Remove generic phrases and make it sound like your business.
- Protect confidential data. Don't paste client information or sensitive data into tools that may store or train on it; check settings and terms.
- Credit and respect sources. Don't reproduce others' work.
- Keep a human approver. Someone accountable signs off before publishing.
Quality over quantity
Publishing large volumes of thin content rarely helps and can hurt. A smaller number of genuinely useful pieces builds more trust with readers and search engines.
Our content and copywriting team uses AI tools within guidelines like these, and our AI automation service helps teams set up responsible workflows.
Frequently asked questions
Does Google penalise AI-generated content?
Google's guidance focuses on whether content is helpful and original, not on how it was produced. Mass-producing low-value content to manipulate rankings breaks its spam policies, however it's made.
Should we disclose AI use?
Consider being open about how you use AI, especially where readers would reasonably expect to know. Some platforms and regulations require disclosure in certain contexts.
