Many companies are intrigued by how AI can increase their content strategy’s effectiveness without dedicating more time or resources to it. Almost immediately after, the tangential topic of bypassing AI detectors comes to mind. But there’s a more substantial question at play: How should companies effectively integrate AI without compromising their unique voice and thought-leadership credibility?
Let’s dig into how companies can effectively integrate AI into their content creation efforts and still produce heavy-hitting, expert content for their audiences.
Embracing the blend of human and AI content
First off, let’s bust the myth by saying Google doesn’t penalize AI-generated content. The truth is that Google now accepts a harmonious blend of human and AI-generated content given that it’s accurate.
Be aware, however, that content must align with the EEAT (Expertise, Authoritativeness, and Trustworthiness) guidelines and embody expert insight. There’s a distinct shift in the marketplace (and on the search engines) that AI-generated content isn’t necessarily “bad”. Acknowledging this change paves the way for companies to create high-quality content that builds audience engagement and ranks high on search engine results pages (SERPs).
But here’s the catch: Only using AI-written content is a slippery slope. It can rob businesses of their distinctiveness and originality and cause the content to be vague and bland. As powerful as today’s AI content-generation tools are, they still can’t completely duplicate the human voice.
Trying to bypass AI detectors isn’t where businesses should focus. The goal should be to create authentic, engaging, branded, helpful content that resonates with the audience (and with search engines).
Questioning the credibility of AI detectors
The unreliable nature of AI detectors poses another threat to well thought-out content strategies. Despite advancements in AI, these tools frequently mislabel human-created content as AI-generated, primarily because of a murky boundary between AI and human-written content standards. This blurring of lines can lead to undue panic or misinformed strategies among companies.
Placing undue importance on what these inconsistent detectors determine could divert companies from their core content goals. After all, Google’s primary objective remains unchanged: providing readers with useful, quality content.
With Google now welcoming a blend of human and AI content, provided it meets the EEAT guidelines and retains expertise, it’s clear that the platform doesn’t discriminate against AI-assisted content. Companies’ focus, therefore, should pivot towards maintaining originality and value, rather than bypassing these detectors.
With that in mind, an AI governance system needs to be set in place by every company using AI to safeguard their unique tone of voice and ensure adherence to their content standards. This system should outline the parameters for AI use in content creation, ensuring authenticity and consistency across all pieces of content-–whether for social media or even the company blog.
Creating a governance strategy to get past AI detectors
As AI evolves and paves its way into every area of business, companies must recognize what good content looks like and create a system of AI governance to ensure AI assists rather than overpowers the human element—fostering a cooperative combination that enhances content quality and reach.
Here are some ideas on how to get past AI detectors when creating content:
Establish clear AI integration policies
The first thing companies must do is define how and where to integrate AI in content marketing to ensure alignment with legal and ethical standards. Having an AI policy in place ensures that data is managed with care and guarantees transparency about AI implementation.
While training staff about AI’s scope is essential, it’s equally important to set up mechanisms for monitoring AI’s impact. Open channels for feedback can ensure the policy remains effective and relevant.
Set content quality standards
All AI-assisted content must meet certain guidelines and standards. These standards may include accuracy, relevance, readability, and alignment with brand values.
Understand the role of human insight
Have a clear process in place to define how human insight will be part of the content research, creation, distribution, and promotion process. This step helps content stay aligned with the brand’s tone, style, and messaging.
Develop ethical guidelines
To establish ethical guidelines for AI use in content creation, companies should begin by clarifying AI’s role and establishing the boundaries of AI use. This includes avoiding content that may be deemed misleading, harmful, or unethical.
Prioritizing data privacy is key, using only data obtained with clear permissions. For instance, at Wizeo, we ensure that we only use data that is provided to us directly by our customers to ensure that every piece of content we write is on-brand.
As LLMs evolve, companies must also refine and update guidelines so all ethical considerations are accounted for.
Provide training and feedback
Equip your content marketing team with the knowledge and skills required to work effectively with AI tools and to identify potential issues–all while allowing human editors and subject matter experts to provide input on AI-generated content. Encourage an iterative process where AI learns from human feedback to improve over time.
As part of your AI policy, you must also ensure that human experts are readily available to step in when necessary, like in situations where AI-generated content may fall short, such as during crises or sensitive topics.
Elevate human expertise
Human expertise holds the ultimate power, even as AI-generated content quickly becomes commonly accepted. While AI can process and provide data, content needs the human touch to give it context, depth, and meaning.
Ensure the content your AI is producing is reviewed, edited, and supplemented by human experts in the field. An AI/human integration is the best way to maintain the credibility and relatability of your content while taking advantage of the time and cost savings of AI.
Prioritize authenticity and value
As mentioned above, despite the increasing use of AI, Google continues loving content that genuinely benefits readers.
Authentic and valuable AI-assisted content can rank well and enhance a brand’s visibility and credibility.
Why’s that important?
Visibility refers to how easily and prominently your content appears in search engine results and online platforms. If your content isn’t visible, it won’t reach your intended readers or users. Search engines tie visibility closely to search engine optimization (SEO). When your content is well-optimized, search engines are more likely to rank it higher in search results.
Credibility, on the other hand, refers to the trustworthiness and reliability of the information content presented. It’s about establishing and maintaining a reputation for providing accurate, well-researched, and trustworthy information to your audience. Credible content builds trust—making both your audience and search engines see your brand as an authority in your niche. Needless to say, winning Google’s trust is particularly important for Your Money Your Life (YMYL) niches, where the wrong kind of content can affect the safety and well-being of readers.
Rigorously verify each claim, data, and conclusion, or risk losing your audience’s trust and damaging your company’s reputation. Is the data accurate, or is it misleading when placed out of context? These checks are crucial to ascertaining the integrity and reliability of AI-assisted content.
Even with trustworthy and convincing AI-generated content, scrutinize every source, fact, and claim to maintain the highest standards of accuracy and credibility.
Ensuring AI-assisted content aligns with Google’s algorithm
In line with Google’s priority, the ultimate goal of content, whether AI-assisted or human-written, should be to offer utility and value to the readers. Content’s purpose should be to inform, enlighten, and engage the audience, and provide them with the answers and insights they seek.
Start by acquainting yourself with Google’s emphasis on experience, expertise, authoritativeness, and trustworthiness, commonly known as the E-E-A-T guidelines. These guidelines ensure that content satisfies user intent and deliver genuine value. So, if someone types “How to change a lightbulb?” on Google Search, your article probably won’t rank if it has a 500 word long preface with subheadings like “what is a lightbulb?” or “when was the first lightbulb invented?”
Google’s algorithm is constantly being updated to ensure that users get what they’re looking for as easily as possible. With Search Generative Experience expected to roll out over the next few months, matching intent and providing value will only get even more important making human insight indispensable.
Next, prioritize the quality of data that feeds into your AI tools. Remember, the output quality of AI-generated content largely depends on the input data’s relevance and accuracy.
Incorporate human oversight into the content creation process. Experts should review and refine AI-produced content, ensuring it resonates with your brand’s voice and meets quality standards.
Lastly, stay updated with Google’s algorithm changes. Regularly adjust and train your AI models to reflect these updates, guaranteeing content remains optimized for search visibility and user engagement.
The path forward
Using AI in content creation presents a mix of both benefits and challenges, but it can still work as a cost-efficient, time-saving tool. By setting clear guidelines for AI-generated content, companies can ensure their final product resonates with the audience and adheres to the highest standards of quality and credibility.
Companies can use a combination of AI and human effort to seamlessly forge a successful content strategy, bolster their brand, enhance their reach, and make a meaningful impact. Don’t be afraid to embrace AI, but do it with caution, oversight, and a commitment to excellence and authenticity. As we move forward through this area of AI integration, keeping these principles at the forefront will be crucial to success and sustainability.
The bottom line for businesses? Prioritize meaningful, genuine content over the noise of uncertain detectors, and always put the audience first.