Artificial intelligence (AI) is not new, but the past two years have seen massive developments in the field, aided by higher volumes of data, improvements in computing power and storage, and advanced algorithms. It almost seems like the internet is flooded AI toolseach aimed at improving efficiency and productivity.

As an active user of AI tools, I can easily claim that they are increasingly being adopted among content marketers and search engine optimization (SEO) specialists. And while there are great potential benefits of use AI for content creationthere are also concerns about potential risks and penalties.

In this article, I offer an in-depth exploration of the topic, aiming to point you in the right direction that won't get you penalized by Google. Let's begin.

Related: How to use AI to boost your SEO efforts and stay ahead of the competition

The promise of AI-powered content generation

I doubt there are any marketers and SEO specialists among us who haven't heard of at least a few of them the best AI content writing tools. One that stands out is ChatGPT, but there are many others that offer rich features and functionality. Among the main benefits they offer to content writers include:

• Increased efficiency and scalability

• Produce content at a faster pace

• Upgrade content quality and optimization

• Save money and resources

• Improve consistency, creating without errors or fatigue

• Increase creativity and innovation, depending on the audience

• Increase reach, traffic and conversions

• Create content that is optimized for user experience

• Examine large volumes of data and discover trends

• Define users' search intent and interests

• Generate title and meta description ideas in addition to full text articles

• Help me keyword research

• Enhance branding through consistent content

• Produce a smooth result after feeding it with rough material

• Optimize new pieces of content through natural language processing (NLP)

Risks and possible penalties

It was in March of this year that Google released one Essential update. This resulted in hundreds of sites being de-indexed – a massive problem for businesses and SEO specialists. One of the main reasons was the use of AI content.

While Google is not against AI content per se, it is against content that is considered too “thin” and low quality. And it is right to follow this approach. This is because there are significant concerns about the quality, authenticity and relevance of AI-generated content. Not to mention ethical considerations about transparency and disclosure.

With AI content, these concerns are very real. A few AI content-related issues worth considering should be mentioned. They include when such content is:

• Pointless and just contains keywords for the sake of keywords

• Translated by an AI tool without human review before publication

• It doesn't matter about quality or user experience

• Uses automated synonymizing, paraphrasing, or obfuscation techniques

• Created by scraping search results or resources

• Created from various web sources without adding value

• Copied directly from other sources

• Aims to manipulate or deceive search engines

• It lacks originality, accuracy or context

• Fraudulent, misleading or harmful

• Limited by the repetitive patterns of language

Related: What are 'Google Sins' and why should you avoid them?

Striking the right balance

With so much potential, but so many challenges and limitations in AI-generated content, what does Google adopt? In his guidelines for quality assessment, he focuses on Eat or experience, expertise, authority and credibility.

Roughly translated, this means that the content should add value to the user by providing original information and analysis, a holistic overview of a given topic and original perspectives. Content should also be free of grammar and style issues, shareable and not mass-produced or spread across multiple sites.

So how does one strike the right balance between human expertise and AI-powered content generation? Some strategies I'd like to share that I personally use include:

• Use AI for research, ideation and optimization while retaining human oversight

• Make sure AI-generated content is high-quality, relevant and relevant user intent

• Naturally integrate relevant keywords into your post and prioritize keyword optimization

• Avoid duplicate content and plagiarism by making sure your AI content is unique

• Focus on readability by using short sentences and a good heading structure

• Infuse your content with originality and creativity, avoiding the regurgitation that AI content generation tools are often known for.

• Implement clear disclosure practices and transparency around the use of AI

• Provide deep and insightful analysis by demonstrating critical thinking

• Recreate the human touch by embracing emotional intelligence and empathy when speaking to your readers

• Adapt your writing style and tone to different topics and points and show contextual understanding

• Always review and edit your AI-generated content to meet quality standards and align with your brand voice

• Add real value to your audience by addressing their questions and concerns, from AI-powered email product recommendations to insightful blog articles

• Monitor your content for potential bias and focus on inclusion and diversity

• Include a variety of credible sources to increase your credibility

• Aim for seamless integration with your customer relationship management (CRM) tools, such as VoIP CRM integration, for more efficient content workflows

• Regularly monitor the performance of your content by tracking key metrics and refining where necessary

Related: 6 ways to promote creative content with AI the right way

Yes, AI content generation has many advantages, but it does not come without risks that need to be mitigated. This is why approaching this endeavor should always be accompanied by human knowledge and a personal touch.

This will help your audience get the most out of your content, while ensuring that Google doesn't penalize you for thin content that is deemed spam. It's about finding the right balance for your specific SEO and content marketing needs keeping your readers top of mind at all times.