AI and the Human Touch: Why Balance Matters in Content Creation

I’ve talked before that I believe in the role AI can play in our lives and in our businesses, but I’ve also always emphasised the importance of using it as a tool — to enhance our work, make processes more efficient, and help make our lives easier — not to do all the work for us.

As I’ve mentioned in previously , it’s vital that when using AI, there is a significant level of human involvement as well. Purely AI-generated content can sometimes be inaccurate and feel “spammy” — especially when multiple people ask AI platforms to generate content on the same topic.

Whilst doing some research on AI, I came across several articles stating that Google has been monitoring AI-generated content, and when human input isn’t evident, the content can be marked down in search rankings.

This is a clear indication that generative AI in marketing is evolving, and human involvement is becoming essential to ensure that content actually delivers results.

That said, it’s equally important to note that Google is not against AI-generated content. As a company, they’ve always encouraged the use of new technologies — and have been using them themselves.

One concept Google often highlights when it comes to content creation is E-E-A-T. These are the main factors they consider when deciding which content to prioritise in search results. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. The more a piece of content aligns with E-E-A-T, the more likely it is to rank highly in their system.

That’s why it’s so important to produce original, high-quality, people-first content — content that genuinely benefits your audience, rather than being created solely to manipulate search rankings.