Is AI content really effective?
AI can generate ideas, draft outlines, summarize long text, analyze data, proofread, and even write simple code. But is AI content effective? Only when the person using it has the knowledge to judge whether the output is accurate. Without that expertise, AI can produce generic hooks, unreliable analysis, or edits that change the intended meaning.
Experienced professionals use AI as a tool, not a replacement for skill. AI can help brainstorm ideas or assist with drafting, but its output still needs careful review. Even tools like Grammarly sometimes suggest incorrect changes, and AI analysis can be hit-or-miss without an expert to evaluate the results.
- When is AI content effective? What is AI good at?
- AI is great for brainstorming content
- Is AI content effective as an initial draft? Yes, but it requires editing
- AI is often effective at summarizing long text or analyzing data
- AI is decent at proofreading and checking grammar—but it’s not infallible
- Don’t know anything about coding? AI has you covered—sort of
- Why a little knowledge is dangerous when it comes to AI
- It may seem that AI content is effective, and it can be—when used correctly
- Is AI content effective? Yes, in certain instances—but I can do better
Do you remember when computers first arrived on the scene? There was talk of how they’d replace all our jobs. But then people started reminding us that “A computer is only as ‘smart’ as the person operating it.” A computer needs software to function. If no one writes that software, a computer isn’t smart at all. Similarly, AI content is effective only when the person using it knows what they’re doing. When they don’t, it can do more harm than good.
When is AI content effective? What is AI good at?
AI definitely has its uses. It’s here to stay, and rather than avoid it, we need to embrace it. I use it daily and find AI content is effective in certain situations. As a tool, AI platforms like ChatGPT and Claude are useful for
- Brainstorming and generating ideas.
- Writing initial drafts of blogs or web pages.
- Summarizing long text.
- Proofreading and checking grammar.
- Analyzing data.
- Writing code.
But did you catch the key word in the previous paragraph? Tool. AI is a tool whose effectiveness depends on the user.
A more expensive guitar won’t make me a better guitarist. The music I produce will still be limited by my ability. A newer digital camera won’t make me a better photographer for the same reason. But those tools in the hands of experts? Those experts will use them to create something special.
And that’s where I come in. It’s also why I can use AI to write English copy for your site—but you shouldn’t. AI content is effective—when used properly.
AI is great for brainstorming content
I’m more than capable of brainstorming on my own. But sometimes it’s good to have people to bounce ideas off of. Tools like ChatGPT and Claude can be good substitutes in that situation. They can produce an endless stream of ideas. Often, AI-generated ideas will prompt an idea from me or give me a nugget I can expand on.
But it requires an expert to assess which AI-generated ideas will work and which ones won’t. AI doesn’t know your audience or industry as well as a professional copywriter does. It will produce generic hooks, pain points, and CTAs. An experienced professional can adapt and tweak those to resonate with your audience. While AI content can be effective, it needs that human touch that ChatGPT and Claude are incapable of.
Is AI content effective as an initial draft? Yes, but it requires editing
Have I ever used ChatGPT to draft a blog post or website copy? Absolutely! I do it all the time. Have I ever copied and pasted AI-generated copy and published it? Absolutely not! More often than not, combined with the brainstorming usage above, I’ll use ChatGPT to come up with an outline. That’s what I did with this post. But then I wrote the blog myself.
On rare occasions when I use Claude to provide an initial draft, the quality of that draft depends on the prompt I give it. And even then, it still requires heavy editing (see this post). I’ve never published the first draft of any of my blogs or webpages. And I’d never publish AI-generated content without heavy editing. But after 25+ years of editing student writing and 4 ½ years working in marketing, I’ve become pretty good at editing.
AI is often effective at summarizing long text or analyzing data
One oft-touted use of AI is its ability to analyze or summarize large amounts of data. And while on the surface, what it spits out may seem impressive, are you sure it’s accurate? I’ve used it to summarize webinar transcripts and pull out key points. But because I sat through those webinars, I know when it got things right—and when it missed the mark.
I used ChatGPT and Claude to analyze subject lines and open rates against subject line analyzers. Both indicated that there were no statistically significant results. But a co-worker, much more well-versed in statistical analysis, warned me. He said that he’d used AI for statistical analysis, and the results were hit-or-miss. He told me he’d take a look at my data to let me know what he found. Unfortunately, we never found the time to pursue that.
In the webinar I referenced above, one of the panelists mentioned a key requirement for using AI. You have to be knowledgeable enough to assess the accuracy of anything it produces. If you can’t do that, then you shouldn’t be using those results for anything of importance. AI is definitely prone to making mistakes (more on that in a moment).
AI is decent at proofreading and checking grammar—but it’s not infallible
Platforms like Grammarly use AI to correct your text, and for the most part, it does a decent job. I use it daily. But it’s not perfect. I’ve seen suggested changes that would significantly alter the meaning of the text. I also often encounter suggestions that are just plain wrong. That’s why I always review Grammarly suggestions.
In the hands of an inexperienced user, such tools might cause unanticipated problems. It may fix most of your grammar mistakes. But accepting changes you don’t understand could inadvertently change the intended meaning. You could be promising something you can’t deliver. That’s never good for building trust with your audience.
Don’t know anything about coding? AI has you covered—sort of
I know a little about HTML—I had to for my last job. But my knowledge is very basic. I know next to nothing about coding. But I used Claude to build an HTML tool to help me check for orphaned blogs. It took several iterations and prompt refinements, but it does what I need it to.
Could I turn this into an app or a browser extension? Absolutely not! Would I try with the help of AI? Again, absolutely not! I have no idea what the code does, what permissions it may need, or whether hackers could exploit it. I run it as an HTML file in a browser tab. When I clear my cache, the data is reset (hence why I ensured I could import and export data with a .csv file). But I don’t have the coding knowledge to know how “good” anything produced by AI would be. Would it work on different operating systems? Does it share sensitive data? Would it eat up resources, causing systems to crash? I have no idea.
Again, an experienced software developer may choose to use AI for the initial code for such a tool. But I’m certain they’d want to tweak it and refine it. They have the knowledge and experience to do that. They know how to code, much in the same way I can revise your English copy. I have the know-how, skills, and training backed by years of practice and experience.
Why a little knowledge is dangerous when it comes to AI
On the surface, AI seems like a godsend. It allows us to do things we previously had to pay someone else to do at lightning speeds. What’s not to love?
But therein lies the danger. It makes us feel like experts—but we’re not. Can AI do something better than someone with no training? Many times, yes. Does that mean it’s good/effective? Absolutely not.
It’s well known that AI often makes false claims and only “admits” it’s wrong when you push back. It’s also been known to “invent facts”. Just look at these examples.
Remember earlier when I mentioned a webinar I attended on the use of AI? There was another key point that came out of that webinar. ChatGPT and Claude users must constantly question AI output. If you’re not qualified in that area, how can you accurately assess that output? You can’t know if AI content is effective or not.
That’s why you need an expert to write your English blogs, menus, and product descriptions. The grammatically correct AI-generated text may seem better than what your own efforts. But is it accurate? Is it aligned with your brand voice? Is it presented with the right tone to resonate with your audience?
AI can’t tell you that—but I can.
It may seem that AI content is effective, and it can be—when used correctly
AI may seem like a cheap, quick fix to your problems. But without an expert to assess what it’s produced, you won’t know if it’s effective. You run the risk of using false, inaccurate, or potentially damaging information. Are you willing to take that risk to save some money?
I used Claude to help me brainstorm some ideas for this blog—but then I wrote the entire thing myself. I did find this piece of AI-generated output very interesting.
In that sense, AI functions like a **power tool**: it can dramatically increase efficiency, but it still requires a skilled operator who understands the task, the objective, and the standard of quality.
Without that human direction, AI doesn’t replace expertise — it simply produces **unverified possibilities**.
And that is the crux of it. AI is a tool, not a substitute. In the hands of a skilled operator who can assess and refine its output, it can be very effective. But when used for a task beyond the user’s capabilities, there’s no way to ensure its accuracy or effectiveness.
Is AI content effective? Yes, in certain instances—but I can do better
Are you looking for that skilled expert to help take your English copy to the next level? Need help with your English webpage, product descriptions, or menu? Well, look no further—DC CopyPro has got you covered.
Get in touch for a free consultation or quote today. Learn more about how easy it is to work with me. I promise, I don’t bite! 😉
Subscribe to this blog or follow me on Instagram, Facebook, LinkedIn, or Threads for more content and updates.
