top of page
Search

The Role of AI in Content Creation: Opportunities & Risks

  • Writer: Jonathan Eyres
    Jonathan Eyres
  • Jun 24
  • 2 min read

Updated: Jul 1

Cloud shape with gears and blue paperclips forming a network, spelling "AI" on a light blue background. Tech-themed, creative design.

AI is reshaping content creation in real time—offering new possibilities for marketers, writers, and businesses alike. But while the tools are powerful, they also introduce ethical, strategic, and creative challenges. So, what role should AI really play in content marketing?

Opportunities: What AI Can Do for Content Creation

1. Faster Ideation and Drafting

AI tools like ChatGPT, Jasper, and Copy.ai can generate article outlines, social captions, email drafts, and more—cutting brainstorming and writing time in half.

2. Scalable Content Production

Brands can now produce blog posts, ad copy, product descriptions, and social content at scale, without exhausting their creative teams.

3. SEO Optimization

AI-driven platforms analyze keyword intent, competitor gaps, and SERP trends to optimize content structure, titles, and metadata for better rankings.

4. Personalization at Scale

AI enables brands to customize messaging for different segments, creating more relevant, timely content for users across email, web, and ads.

5. Repurposing and Refreshing Content

Need to turn a blog into a video script? Translate a whitepaper into a LinkedIn post? AI tools make it easier to repackage ideas across formats.

Risks: Where to Be Cautious

1. Accuracy and Misinformation

AI can generate incorrect or misleading information if not fact-checked. Human oversight is still critical.

2. Loss of Authentic Voice

Content that feels robotic or generic can damage your brand. AI should support your tone, not replace it.

3. Plagiarism and Originality Concerns

Over-reliance on AI can lead to unintentional content duplication or lack of unique perspective.

4. SEO Over-Optimization

Some AI-generated content can prioritize keyword stuffing or formulaic patterns that hurt user experience and long-term rankings.

5. Ethical and Legal Issues

Questions remain around authorship, copyright, and transparency—especially when AI-generated content is passed off as human-made.


Blue circuit board with glowing "AI" at the center, surrounded by numbers and lines, creating a futuristic, technology-themed design.

Best Practices for Using AI in Content Creation

  • Use AI as a creative assistant—not a full replacement.

  • Always edit and fact-check AI-generated content.

  • Blend AI with human expertise to ensure authenticity and insight.

  • Disclose AI use when appropriate, especially in journalistic or regulated contexts.

  • Train your team on how to use AI responsibly and effectively.

Final Thoughts

AI is here to stay—and when used wisely, it’s a force multiplier for content marketers. But it’s not a shortcut to success. The brands that win will be those who combine human creativity with AI efficiency, staying rooted in strategy, truth, and trust.

Next Up: Check out our next article, Social Media Strategy: Choosing the Right Platforms for Your Business, and how to choose the right platform to grow and automate your audience. Interested in reading more? All of our content can be found up-to-date on The Ultimate Guide to Digital Marketing.

bottom of page