The Problem: Can AI Content Feel... Too Robotic?
You've started reading a blog, and halfway through, you know it was written by a robot. The tone feels flat, the phrasing slightly off, or worse, the content doesn't sound like you.
“While AI writing tools can be efficient, many site owners worry that their brand voice, values, or emotional resonance will be lost in translation.”
This post looks at the strengths and weaknesses of using AI for web content so you can make smarter choices and avoid falling into the unnatural tone of robotic content. If you’re considering AI for your content, here’s what you need to know before you dive in.
AI Isn’t the Enemy – But It’s Not a Writer Either
AI content creation isn't bad. It's becoming necessary. But you need to have a plan.
The Pros
Speed and scalability. Need a hundred product descriptions or blog summaries? AI delivers at scale in seconds.
SEO-friendly drafts. AI writing tools can quickly embed keywords like "AI for SEO" or "AI blog post generator" to boost visibility.
Cost efficiency. For startups or businesses without an in-house content team, AI is often cheaper than hiring writers.
Always available. No sick days, no holidays. Tools like ChatGPT or Gemini are always on.
Content ideation. Stuck on what to write? AI can help brainstorm topics, outlines or even rewrite existing pages.
The Cons
Loss of voice and values. AI lacks understanding of your brand tone, ethos, or emotional nuance. That can leave your content sounding generic.
Repetitiveness or errors. Without proper editing, AI can repeat phrases, hallucinate or introduce subtle inaccuracies.
SEO overkill. Some tools over-optimise, leading to keyword stuffing or unnatural phrasing.
No real-world experience. AI doesn't know your team, your clients, or the story behind that award-winning campaign. That matters.
Google’s quality filters. Google wants “people first content.” Over-reliance on AI could affect your rankings if your site lacks EEAT (Experience, Expertise, Authoritativeness, Trustworthiness).
Why AI Needs a Human Touch
The sweet spot? Let AI do the hard work, like idea generation, first drafts, and SEO structuring. Then add your personal touch. Adding customer stories, team opinions, or simple human insights gives you the best of both worlds: efficiency and authenticity.
How Open Imagination Uses AI
We use AI writing tools to support research and structure. But every piece is:
- Reviewed and rewritten by humans
- Checked for SEO best practices and EEAT alignment
It’s not about replacing writers. The focus is on helping individuals concentrate on what humans do best: connect.
Need help finding the right balance between AI and human creativity? Get in touch with us we’ll show you how to make AI work for your content without losing your brand’s voice.
About the Author: With 16 years in hospitality behind him, George now works in web development, helping people make sense of tech and bring their ideas to life online.