Is AI Copywriting Good for SEO or Does It Harm Rankings?

Not all SEO copy is created equal. AI tools are fast. AI tools are affordable. And right now, everyone’s experimenting with them, from startups to in-house teams, under pressure to produce more with less. But is AI copywriting actually good for SEO, or is it quietly undermining your content strategy and the results you’re chasing?

The answer? Sometimes. But often, not in the way you need.

Machine-generated content may pass simple SEO checks, but performance data consistently shows cracks. You know, the little things like lower engagement, generic messaging, and poor conversions (okay, maybe not so little). Now, Google isn’t anti-AI, but its Helpful Content System is ruthless about quality, nuance, and brand authority. And, you guessed it, these are key areas where automated text often falls short. . .

In this blog, we’ll cut through the hype. We’ll compare the impact of human and AI copywriting on brands. We’ll even discuss why it’s important for brands to add a human touch when creating content that ranks, resonates, and converts.

 

What Is AI Copywriting & Where Is It Being Used?

At its core, AI copywriting utilises large language models (LLMs), such as ChatGPT or Jasper, to generate content based on user prompts. Now, AI is not inherently evil; it’s a valuable tool for automating basic writing tasks.

It’s also incredibly efficient at things like:

• Brainstorming blog ideas
• Drafting outlines
• Summarising content
• Creating meta descriptions at scale
• Rewriting or rephrasing existing copy to save time

But here’s the catch: efficiency doesn’t equal effectiveness.

Let’s shout that again to the marketers at the back. Most AI tools cannot grasp brand nuances, industry context, or intent-driven SEO strategies. They lack originality, emotional insight, and proper audience perspective.

These are what Google wants more and more.

Even Sam Altman, the CEO of OpenAI, acknowledges that its models are prone to “hallucinations”. By this, we mean that LLMs like ChatGPT can generate plausible but incorrect or misleading information.

“The thing that I try to caution people the most is what we call the ‘hallucinations problem. The model will confidently state things as if they were facts that are entirely made up."

— Sam Altman, CEO of OpenAI

For sectors where trust is crucial, such as healthcare or finance, that’s a significant risk. This is because the latest version relies on deductive reasoning, not memorisation. This shift can cause strange responses.

“The right way to think of the models that we create is a reasoning engine, not a fact database . . . that’s not really what’s special about them – what we want them to do is something closer to the ability to reason, not to memorize.”

— Sam Altman, CEO of OpenAI

 

AI vs Human Copy: What Actually Performs Better?

Time to talk outcomes, not hype or opinions.

Recent data from the UK’s rollout of the Digital Markets, Competition and Consumers Bill reinforces a critical trend. Transparency and user trust are now crucial to achieving long-term digital success. That includes everything from content, through to bounce rate, scroll depth, and time on the page.

So why does human copy still have the edge?

• Tone & Trust: AI-generated writing often sounds robotic or inconsistent. Human writers bring a sense of voice and clarity that builds brand credibility.
• Strategic Depth: SEO isn’t just about filling space with keywords but funnelling users. That requires a writer who understands stage, intent, and persuasion.
• Accuracy & Nuance: AI can’t verify facts, cite reliable UK sources, or offer lived experience. These are all vital to quality content that ranks and resonates.

A machine can replicate form. But it can’t replicate lived context, judgement, or trust; and that’s where performance diverges.

 

Does Google Care Who Wrote It?

In a word, no. But it does care how it’s written.

Google’s official stance, as outlined in its Helpful Content System, is clear: content must be “written for people, not search engines”. That means originality, clarity, and purpose matter far more than whether the author is human or AI.

But here’s where it gets critical.

Google assesses quality using signals linked to E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.

What’s E-E-A-T?

• Experience: Was the content written by someone who’s “been there, done that”?
• Expertise: Does the content reflect depth of knowledge or qualifications in the subject?
• Authoritativeness: Is the brand or writer a source that’s recognised in its field?
• Trustworthiness: Is the content accurate, well-sourced, up-to-date, and fact-checked?

These values influence how your pages are evaluated by both Google’s algorithms and thousands of real-life Quality Raters.

Since 2025, these raters have been instructed to scrutinise AI-generated content with added rigour. In the UK, Google often links finance, health, or legal content to trusted sources, such as the Financial Conduct Authority (FCA) or NHS.

AI simply can’t match that level of editorial integrity.

So, while AI content isn’t penalised outright, thin, vague, or generic copy — no matter the source — simply doesn’t perform.

 

Where AI Falls Short of SEO Copy

Let’s be clear: this isn’t an anti-AI rant. We utilise AI tools ourselves for creating outlines and first drafts, as well as automating repetitive tasks. But when it comes to SEO copy that ranks, converts, and represents your brand? That’s where automation can quietly undermine your efforts.

Here’s where AI-generated content typically underdelivers:

• Brand Voice: AI mimics style but struggles to capture tone. The result? Bland, generic writing. You risk sounding robotic or, worse, forgettable.
• Search Intent Strategy: AI doesn’t understand funnel stages, audience mindset, or how content fits into a broader SEO plan.
• Duplication Risks: AI tools can inadvertently paraphrase existing articles too closely, potentially leading to plagiarism. Issues like this may trigger alerts under Google’s duplicate content filters.
• Fact-Checking: Without real-time validation, AI may include outdated or inaccurate data. This is a particular risk when referencing UK-specific legislation or standards.
• Editorial judgement: Human writers can spot tone-shifting nuance, frame arguments, and anticipate objection-handling. AI can’t.

And while some AI detectors tolerate “blended” content, industry evidence suggests otherwise. A 2024 review by the UK’s Information Commissioner’s Office (ICO) noted that AI-generated public content may pose risks to data accuracy. As mentioned above, these risks can be particularly harmful in regulated fields such as healthcare and finance.

Arguments have even been made that when a page exceeds 50% machine-written content, its SEO performance begins to erode over time, not just on that page but across your domain.

 

So, When Is AI Useful for SEO?

AI tools do have their place, and pretending otherwise would be disingenuous. In the hands of an experienced copywriter, AI can help streamline the more mechanical aspects of content creation.

In our work, our team have found AI genuinely helpful for:

• Brainstorming blog topics: Fast idea generation for editorial calendars.
• Outlining page structures: A quick way to sketch a logical content flow.
• Rephrasing repetitive phrasing: For clearer, more concise copy.
• Generating basic slugs or meta descriptions: At scale, when guided by a clear strategy.
• Repurposing existing copy: Turning long-form content into snippets for social or email.

However, it’s vital to remember that tools don’t make decisions; strategists do.

Think of AI as your research assistant, not your lead strategist. It can save time, but AI can’t assess your audience’s buying triggers, refine content around search intent, or link back to your commercial goals. That’s where professional writers (the good ones, anyway) earn their keep.

A 2024 Bynder study published by the Chartered Institute of Marketing tested this head-on. Two articles — one written by an AI system and one by humans — were presented to 2,000 participants from the UK and the US. While 56% preferred the AI version on the first read, this preference dropped sharply when readers were aware of the source. Once labelled, over half said the AI content felt less engaging.

The takeaway? AI can draw attention, but when it comes to trust and long-term value, your audience still wants the real thing.

 

Why Human Copywriters Still Matter

Great SEO isn’t just about being found. It’s about being believed. If your content needs to rank, convert, and represent your brand, here’s why human copywriters remain essential.

• We write for intent, not keywords: Great copy knows where the reader is in the funnel and guides them ahead. It could be an explainer blog, a comparison article, or a service page designed to drive conversions.
• We carry your voice. From blog to brochure, tone consistency builds brand equity. AI can imitate style; it can’t embed personality.
• We keep facts straight. A quick reference to the NHS or FCA carries real weight. A hallucinating language model doesn’t.
• We optimise over time. Markets move, algorithms shift. Humans review analytics, spot gaps, and refine copy so it keeps working.
• We connect copy to commercial goals. Rankings matter, but revenue matters more. Strategy-led writers align every heading, call-out, and CTA with the business’s next steps.

In short? AI can mimic. We create meaning. Humans combine strategic insight with compelling writing. But yes, we know when to let the machines help.

 

Final Thought: Google May Not Mind (But Your Readers Do)

So, is AI copywriting good for SEO? It can be, if guided by the right hands.

AI may help you fill a page, but it can’t read the room. When accuracy, originality and tone of voice matter (and they always do), machines fall short. Now, Google is not biased against AI content, but its algorithms reward depth, credibility, and clarity. In other words, human qualities.

And your audience? They can tell the difference.

The best results occur when AI supports the process rather than leading it. That’s where strategic, human-led copywriting still shines. Together, our marketing team can help you rank higher, convert faster, and speak with the kind of authority no robot can replicate. Need content that actually performs?

Call 01202 684400 or get in touch so we can talk about your next project and create something that works for real people and Google, too.