AI-generated content is everywhere. Whether you’re browsing blog posts, scanning product descriptions, or scrolling through LinkedIn, chances are you’ve read something written by an AI model like ChatGPT or Claude. But while some celebrate the speed and affordability it brings, others raise concerns about quality, authenticity and long-term SEO impact.
In this guide I’ll explore the reality of AI content, including its strengths, weaknesses, and how to use it responsibly to support, not replace, human expertise.
I’ll also share examples of when and how to use AI in content workflows effectively. For local businesses seeking better results with local SEO content strategies, this guide offers practical and relevant insights.
What AI content really is (and isn’t)
AI-generated content is produced by large language models (LLMs) trained on vast datasets of existing content. These tools don’t create new knowledge; they predict words based on patterns. That means AI content isn’t truly original, and it doesn’t “understand” your audience or business.
Example: Ask AI to write “10 tips for improving sleep” and you’ll likely get a list found in dozens of other blog posts: avoid screens before bed, reduce caffeine, create a sleep schedule. It’s not wrong, but it’s not unique either.
AI is fast, scalable, and impressive in short bursts. However, it’s not a substitute for lived experience or subject expertise. Yet.
Where AI shines
AI can support content production in several practical ways:
Speed and efficiency: Ideal for outlines, first drafts, and content ideas.
Use case: A Bristol-based plumber generating blog headline ideas like “5 signs your boiler needs servicing”.
Consistency: Helpful for templated or structured content like product descriptions, service lists, or FAQs.
Use case: A hair salon writing uniform service descriptions for cuts, colours and treatments.
Research assistant: Can summarise broad topics and suggest angles, saving time during planning.
Use case: A local accountant summarising budget changes for a blog post or newsletter.
Scaling content ops: For businesses with lean teams, it can accelerate low-priority content production.
Use case: A tradesperson creating SEO landing pages for “electrician in Clifton” or “emergency electrician Bedminster”, followed by human edits and location-specific info.
Used wisely, AI becomes a tool to enhance a content team’s output rather than replace it. If you’re building out local landing pages for local neighbourhoods, this approach helps maintain both scale and quality.
Case study
Working with Little Dancers – dance classes in Bath for young children – AI was used to help generate ideas for supplementary content on dance class pages, while preventing content duplication. Topics like how dance improves children’s social skills, communication, and emotional development were added alongside health-related benefits. These are exactly the kinds of questions parents might search for in Google before choosing a dance class.
How better prompting improves AI content
The quality of AI-generated content heavily depends on the quality of the prompt. Poor prompts lead to generic, vague, or misaligned output. Strong prompts guide the model toward specificity, tone, structure and originality.
Tips for better prompting
Be specific: Tell the AI what voice, structure, and purpose you want.
Instead of: “Write a blog post about roofing services.”
Try: “Write a 500-word blog post for a Bristol-based roofing company aimed at homeowners. Include common roof issues in the South West, mention weather impact, and end with a call to action.”
Feed it context: Include relevant information like your audience, service area, and brand style.
Prompt example: “You’re writing as a friendly local expert for a Bristol plumbing service. Write a blog titled ‘How to winter-proof your home plumbing’ with a casual tone and real-life examples.”
Use frameworks: Guide the output using formats such as AIDA (Attention, Interest, Desire, Action), FAQs, or numbered lists.
Layer your prompts: Start broad, then refine.
Step 1: “Give me 5 blog title ideas for a Bristol dog grooming business.”
Step 2: “Expand on title 2 with a blog outline.”
Step 3: “Write the introduction in a warm, friendly tone.”
By prompting well, you’re not just generating content; you’re designing direction. This saves time and leads to much higher quality output. Also, you might just confuse the AI enough that it gives you something vaguely original!
Where AI content falls short
Despite its capabilities, AI content brings real risks when used irresponsibly:
Generic output: Content often lacks personality, nuance or distinctiveness.
Example: A Bristol café’s blog post written by AI might miss specific shout-outs to local suppliers or weekend events.
Inaccuracy: AI tools can hallucinate, misrepresent facts, or cite sources that don’t exist. A 2023 study by NewsGuard found that 49 out of 100 AI-generated news websites included false or misleading information.
No unique value: AI content regurgitates the web, making it less likely to rank or earn engagement.
Indexation issues: Google deprioritises repetitive or low-value content. According to Google’s own Search Central documentation, content that is “duplicative or lacks original insight” is less likely to be indexed.
Example: Publishing 20 near-identical service pages for different areas of Bristol without adding unique value to each.
User experience: Visitors can often detect AI content. In a 2023 Content Marketing Institute survey, 76% of marketers said AI content often lacked the emotional tone or trustworthiness needed to connect with audiences.
These risks can harm SEO, user engagement, and brand trust. This is especially important in a city where local reputation matters. And no, “optimising your authenticity matrix” will not save you!
What Google actually wants
Google doesn’t punish AI content just for being AI-generated. It assesses quality, relevance and value. With the rise of AI Overviews (AIOs) and answer-led SERPs, content must now:
- Demonstrate originality and first-hand experience
- Offer behavioural value (for example, solve a problem or guide action)
- Build semantic relevance to earn visibility in local SEO searches
Tip: Focus on “information gain”. Ask yourself what your content offers that others don’t.
Example: A Bristol builder writing about home renovations could include photos of local projects, planning advice specific to Bristol City Council, and common property issues in Redland or Totterdown. That type of content adds real value and boosts local SEO authority.
How to integrate AI into your content workflow (the hybrid model)
Instead of choosing one over the other, small businesses should combine strengths:
- Plan with AI: Use it to brainstorm blog topics, create outlines, or analyse competitors.
- Draft with AI: Let it produce a base draft, but always review, edit, and enrich.
- Refine with humans: Add lived experience, opinions, original data or examples.
- Check everything: Fact-check, optimise for SEO, and match your brand tone.
Workflow example
- Topic: “How to choose the best local gym in Bristol”
- AI: Drafts a basic listicle with features like price, location, equipment
- Human: Adds insights about contracts, trial sessions, Bristol-based gyms, and personal recommendations
The result is faster workflows with better output, not just more of the same. This hybrid approach is particularly effective for building SEO content that supports local businesses.
Real value still matters
Outsourcing all content to AI may look like a cost-saving move. However, it often leads to long-term losses such as poor rankings, disengaged users, and a diluted brand.
Good content isn’t just about sounding right. It’s about feeling right. It’s about trust, clarity, and driving action. That still requires human creativity, lived experience, and editorial judgment.
For small and local businesses, standing out means being personal, local and useful. These are things AI alone can’t deliver organically.
AI is just a tool. The quality of your content still depends on the people behind it. When used properly, it can help them create even better results and support sustainable local SEO growth.
Sources
Google Search Central Documentation on Helpful Content: https://developers.google.com/search/docs/fundamentals/creating-helpful-content
NewsGuard Report on AI-generated News Sites: https://www.newsguardtech.com
Content Marketing Institute AI Content Research: https://contentmarketinginstitute.com/research/