It’s a question we’re hearing more and more: “Should I be using AI to write my website content?”
The short answer? Yes, but with a big fat asterisk.
With AI tools like ChatGPT and Gemini becoming more accessible, the temptation to hand over your website content entirely to artificial intelligence is understandable. It’s quick, often articulate, and can churn out pages of text in seconds. But just because it can, doesn’t mean it should. Isn’t that a quote from Jurassic Park?
The rise (and recognisability) of AI-written content
We’ve all read websites or blog posts lately that feel… off. Perhaps they sound a bit too generic. The phrasing feels slightly robotic. The spelling flips to American English halfway through. And there’s an em dash — or several — on every other line.
These are the tell-tale signs of unedited AI-generated content. And while it might be quick to produce, it often lacks authenticity. Search engines are getting better at picking up on it, and so are your visitors.
At Zonkey, we use AI ourselves, including when drafting posts like this. But we never stop there. We shape, refine, and rewrite until the result feels right for us. That’s the difference. AI is a tool. Not the author.
So, when should you use AI for content?
AI shines when used in the right context — and with a clear plan. Here’s where we think it works best:
- Idea generation
Stuck on what to write? AI can help you brainstorm topics, headlines, and outlines. We’ve used it to scan all previous blog posts to find new engaging topics we can talk about. Something that done manually could take a considerable amount of time. - Variation and rewording
Got a paragraph that feels clunky? AI can offer different ways to phrase it, helping you find the best fit. - Repetitive content
Writing 30 similar product descriptions? AI can save serious time, as long as you review and edit each one to ensure consistency and tone. - SEO structure
AI can help draft SEO-friendly outlines or meta descriptions which you can then fine-tune for accuracy and brand voice.
Where it falls short is in writing truly compelling, on-brand content from scratch. That’s where humans, and particularly, experienced copywriters, still have the edge.
When a copywriter makes the difference
For cornerstone pages, service descriptions, or content that really needs to reflect your company’s personality, nothing beats a skilled human writer.
A professional copywriter will:
- Understand your business and target audience
- Capture your tone of voice (and help you define it if needed)
- Write with purpose, clarity, and intent
- Avoid clichés, fluff, and filler, and generally the em dash
- Create content that works just as well for search engines as it does for your customers
That’s why at Zonkey, we offer professional copywriting alongside our web design and development services. It’s not about filling a page with words, it’s about crafting content that works for your brand.
Our tips for using AI well
If you do want to explore AI tools for your own content, here are a few tips to help get the most from them:
- Start with a strong brief
AI responds to prompts. Be specific about what you want — audience, tone, format, purpose — and you’ll get better results. - Always edit
Never publish AI output without editing. Read it aloud. Does it sound like you? Does it say what you want it to? Are you formatting your page with the correct headings and markup? - Check spelling and grammar settings
Most AI defaults to US English. Switch to UK English to avoid inconsistencies. - Watch for tone drift
AI can sound overly formal or, oddly, a little too chatty. Make sure it matches the style you want. - Don’t forget the human touch
Add your insights, stories, or perspective. That’s what makes content engaging and uniquely yours.
In summary: use AI as your assistant, not your author
Used well, AI can be a real time-saver and creative aid. But it’s not a substitute for strategy, personality, or precision. The best results come when humans and AI work together and when you know which tool to use for which job.
If you’d like help shaping your content, whether that’s finessing an AI draft or writing from scratch, we’re here. Our copywriting team can work with you to create content that reflects your brand and speaks to your audience clearly, confidently, and in your own voice.
Do you say thank you after you’ve used AI? Well this is a whole other topic of debate, but we always do, you never know.
Need help writing content for your site? Read about our content and copywriting service.