AI content tools have come a long way. They’re fast, clever, and becoming more common in digital publishing. But are they a smart way to support your content strategy, or a risk when it comes to your SEO?
We get asked this a lot, so here’s our take.
What’s the deal with AI writing tools?
From ChatGPT and Jasper to a growing list of newer tools, AI can now draft blog posts, product descriptions, FAQs and more. It can help speed up content creation, organise ideas, and take the pressure off that blinking cursor.
But using AI well means knowing when it helps, and when it doesn’t. It’s a tool, not a substitute for clear thinking or a strong voice.
Where Google stands
A few years ago Google took a hard line on AI-generated content but today, their guidance is more balanced.
Google says it’s not about who writes the content but why and how. If content is helpful, accurate and created for people, it can perform well in search, even if AI is part of the process.
That said, low-quality content is still going to be a red flag. Google is better than ever at spotting content that is generic, misleading, or created at scale without much care. So, while AI content isn’t automatically penalised, it still needs to meet the same standard as everything else, it has to be genuinely useful for your audience.
Should you use AI for your website?
It boils down to how you use it. If it helps you write more clearly, stay consistent, or move faster and if someone is reviewing the content properly then yes, it can be a helpful part of your workflow.
But if it’s being used to churn out SEO filler, repackage other people’s ideas, or publish unchecked content, then it’s likely doing more harm than good.
Ask yourself... would I be happy to put my name on this? Is it accurate? Is it written for the audience we want to reach? If not, then don’t hit publish.
Finding the right balance
AI is a tool like any other, it can help but it can’t replace care, strategy, or a strong brand voice.
At Toast, we combine smart tools with smart people. If you’re wondering how AI might support your content strategy or how to keep your site SEO friendly, book a meeting with us and we are more than happy to help.
