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Artificially Intelligent? The Pros and Cons of Using AI Content on Your Law Firm’s Website

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Artificial intelligence (AI) is powerful—and the use of it for content generation is on the rise. In fact, some experts estimate that as much as 90 percent of online content may be generated by AI algorithms by 2026.

Many of the popular AI content generators produce well-written, informative content. But is it the right choice for your firm? Before you decide, let’s consider the pros and cons of using this unique sort of copy with your digital marketing.

This article explains how AI content generators works, the pros and cons of AI-generated content, and a few tips for utilizing AI content in your digital marketing workflow

How does AI-generated content work?

Consumer-facing artificial intelligence tools are pretty straightforward, as far as the consumer is concerned. You provide some inputs, and the machine provides some outputs. 

Here’s how it works with content writing. You generally provide the AI generator with a topic and keywords. You can usually select the format you’d like the output to take, such as a blog post or teaser copy. Then, it’s as simple as clicking ‘GO’.

The content generator will scrape the web and draft copy for your needs. Some tools can take existing content and rewrite it, which can make content marketing a lot easier.

Not all AI content generators cost money, but you’ll need to pay something to access the better tools—or to produce a lot of content.

Pros of AI content

If you’re excited about the possibilities, great! There are some significant benefits to AI content generators. 

Here are a few pros of AI content tools:

  • Cost effective: AI tools are far cheaper than paying a human copywriter.
  • Efficient: AI tools can spit out content super fast—minutes, not days or weeks. 
  • Natural-sounding: With the right tools, the copy will (usually) read like it was written by a human.

To sum up, AI content tools can quickly produce natural-sounding copy at a fraction of the cost of paying a real copywriter.

Cons of AI content

There are several important drawbacks to consider with AI-generated content. Speed and cost aren’t everything when it comes to content generation.

Here are several cons that come with using AI content tools:

  • Sometimes inaccurate: Without a human fact-checker, there’s no guarantee of accuracy. Law firms must be especially sensitive to this. 
  • Lacking nuance: Machines can produce informative articles but nuance and social awareness are not baked in. In other words, you might get an article that is less empathetic or politically correct than you need.
  • Formulaic output: While your readers may not notice this, Google has stated clearly that machine-generated content violates its guidelines. Use it on your firm’s website, and you might get penalized by the search giant.

AI tools can be hit-or-miss when it comes to empathy and accuracy. Law firms should be very careful when publishing this type of content. There are also serious SEO concerns with using AI content.

Best practices if you choose to use AI content

Overall, it’s clear that AI-generated content can provide value. The question is how to best incorporate AI content into your digital marketing efforts. 

Here are a few best practices if you choose to use AI-generated content.

All AI-generated content should be reviewed by a real human being prior to publication.
We recommend hiring a legal professional to review and edit AI copy. A copywriter can help smooth the rough edges, too. Because the content is already written, the hourly rate you’ll pay these professionals should be minimal.

Don’t Use AI-generated content on your website. 
This type of tool should be a last resort. If you do use machine-generated copy on your website, make sure to block it from being crawled to avoid search engine penalties. Your website developer can advise on the best way to do this. 

Do not hire an agency that brags about AI content as a core strategy.
SEO and web development companies should be very aware of the risks that come with using AI content. If they suggest AI-generated content, ask them how they plan to protect your firm against search engine penalties—and don’t work with them if they don’t have a good answer.

Review and next steps

Our current position is that AI-generated content can be helpful for short blurbs, such as newsletters to clients. All AI content should only be deployed with human oversight.

We recommend against using AI-generated content for website copy. If it must be used, it’s important to work with a developer or agency that understands how to communicate with search engines so you aren’t penalized for using AI tools.

At Omnizant, we help our clients develop comprehensive content that informs and engages website visitors. We don’t use machine-generated copy and, instead, provide best-in-class copy written by a team of legal writers— most of whom are licensed attorneys. Get a custom quote for your firm and let Omnizant’s team of experts transform your digital presence.