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Can AI Writing Tools Such as ChatGPT and Jasper Replace Humans in Producing Valuable Content?

On December 1, 2022, Sam Altman, the co-founder and CEO of OpenAI Inc., took to Twitter to announce the launch of ChatGPT. Within just five days, the platform amassed an impressive one million subscribers.

ChatGPT, developed by OpenAI, is a robust AI chatbot designed to generate text that closely resembles human language in response to prompts. Powered by the GPT-3 architecture, it has gained significant popularity as a tool for creating AI-driven content.

However, ChatGPT is not the pioneer in this field. Recent years have witnessed a rapid surge in the use of AI writing software in digital marketing. Prominent AI content generators like Rytr, Chibi AI, and Jasper AI (formerly known as Jarvis) are employed by brands to automate tasks such as blogging, copywriting, and even idea generation. With these tools, businesses can produce content en masse within seconds.

How Does Google Evaluate AI-Generated Content?

In August 2022, Google introduced the Helpful Content Update, aimed at delivering more pertinent information to users. This update seeks to reward websites that produce high-quality, user-centric content.

Does this imply that all AI-generated content will face automatic penalties? Not necessarily.

Google is not condemning AI-generated content outright. The primary concern lies in content created primarily for search engines rather than human readers, whether it’s generated by a person or AI writing software, as stated by Danny Sullivan, Google’s Public Liaison for Search. The Helpful Content Update is directed at improving the content’s relevance to actual users.

Google supports AI content creation as long as the output undergoes thorough review, fact-checking, and enhances the user experience. Conversely, unoriginal and poorly crafted content that fails to engage readers can have a detrimental impact on a website’s rankings.

If you’re considering integrating AI into your content marketing strategy, ensure that the end result is not only readable and engaging but also prioritizes the needs of your audience.

“It’s unlikely some AI content is going to feel written by people without some degree of human review,” Sullivan emphasized.

Advantages and Limitations of AI in Content Marketing


1. Accelerated Turnaround Time

AI blog writing significantly expedites the content creation process. Tools like Jasper and ChatGPT-3 can research and analyze data at a faster pace than humans. While a human writer typically takes 1.5 to two hours to complete a 500-word article, Jarvis AI copywriter can accomplish this in a matter of minutes. Additionally, AI tools simplify the creation of bulk content, such as product descriptions, social media posts, and location-specific pages. This frees up time for more demanding tasks.

2. Endless Content Ideas

AI content generators help scale your ideation efforts, overcoming common obstacles like writer’s block and burnout. Engage with GPT-3, and it will generate a list of ideas and subtopics for your use.

3. Cost-Effectiveness

AI content creation offers an affordable alternative for businesses with budget constraints. For instance, Jasper AI’s premium monthly plan, covering 50,000 words per month, starts at $49. In contrast, the cost of professional SEO content writing services can vary per project, factoring in factors like technical expertise, article length, and quantity.


1. Lack of Emotional Intelligence for Meaningful Engagement

ChatGPT-3 and Jarvis AI copywriter lack the ability to connect with humans on an emotional level due to their absence of memories and feelings. They lack empathy, creativity, and storytelling capabilities essential for crafting impactful content that resonates with readers and influences decisions. Unlike humans, AI content generators cannot employ humor, sarcasm, satire, or other forms of emotional expression. They tend to follow a formulaic, repetitive pattern, often overlooking cultural nuances and local language idiosyncrasies, leading to a dip in content quality.

2. Inability to Generate Original Insights

Modern consumers expect personalized messaging and experiences. Content that comes across as generic or robotic can easily deter potential customers. Chat-GPT3 and Jasper AI primarily rely on data analysis and machine learning to generate content, and they cannot transcend the knowledge fed into their system. While you can seamlessly converse with GPT 3 on a range of topics, it essentially reorganizes previously published content. In essence, it lacks the capacity to create anything truly original. Therefore, while AI-generated content may pass a plagiarism check, it is unable to offer unique insights, data, or conclusions.

3. Lack of Reasoning and Factual Verification

AI writing tools are only as reliable as the data they’re provided. When engaging with GPT-3, it sifts through billions of online resources to provide a condensed response, often featuring widely accepted facts. However, it lacks the capability to reason or form valuable opinions. Even advanced systems like Jarvis AI copywriter and ChatGPT-3 grapple with divisive topics such as politics, religion, gun laws, and abortion laws. They are not equipped for critical thinking or understanding cultural sensitivities. Consequently, using AI writing tools for contentious or rapidly evolving topics can result in outputs that are inaccurate, outdated, or overly simplistic.

4. Algorithmic Bias Poses a Problem

When engaging with GPT 3, it leverages machine and deep learning techniques to produce human-like text. Essentially, it is trained to “write” like humans based on information generated by humans. In doing so, it reproduces both the positive and negative aspects of human behavior, including the tendency to stereotype, marginalize, and sexualize certain groups. Lacking the capacity for discernment, GPT 3 cannot differentiate between content that is offensive or biased and content that is not. Without human oversight, there is a risk of publishing material that is offensive or dismissive, potentially tarnishing your brand and, more significantly, perpetuating stigma, discrimination, and misinformation.

Human Intervention Is Essential

AI blog writing has made significant strides, but it is still far from emulating human intelligence. While AI tools may excel in scouring vast amounts of resources or compiling information at incredible speeds, they can never replicate the empathy and intelligence that human writers bring. They cannot replace the critical thinking and cultural sensitivity that only human writers can provide. One of their most significant shortcomings lies in their lack of training in SEO content best practices. SEO expertise and creativity will always be crucial in creating content that embodies a unique brand voice, resonates with targeted audiences, and influences purchasing decisions. A human SEO content strategist can discern nuances and context, provide distinctive perspectives, and think outside the box. While AI blog writing is innovative and convenient, it is far from flawless. AI tools still make mistakes, ranging from minor typos and poor sentence structure to more substantial issues like outdated facts and biased conclusions. At the very least, human editors or proofreaders must verify content quality, check data, and ensure the text is easily understandable. 

AI Isn’t Here to Replace Writers But To Support Them

Relying solely on AI-generated content without meticulous human review can be risky and may even consume more time and effort than producing quality content from scratch. Despite its imperfections, dismissing AI content generators entirely would be unwise. An SEO content strategist who leverages AI as a brainstorming tool can work more efficiently. AI can provide outlines and briefs to assist writers in structuring their content. Human writers can engage with GPT 3 to develop arguments or topic clusters based on its responses. Content that merely paraphrases what chatbots generate is ineffective and rarely attracts quality traffic. To gain traction and higher rankings on search engine results pages, you need fresh, informative, and well-researched articles that showcase your expertise and distinctive brand voice. Publish content that prioritizes users and converts with Leadshouse’s SEO content writing services. Our team is highly skilled in SEO content best practices, specializing in keyword research, link building, and content creation. With our content and web design services, your website will seamlessly align with Google’s Helpful Content update. Craft content that embodies your brand identity and establishes you as a thought leader in your industry. 

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