A roofing company in Denver uses an AI tool to generate fifty city pages in an afternoon. The pages look polished, but they repeat the same paragraphs, mention a warranty the company does not offer, and describe a neighborhood that does not exist. Customers who read them start asking awkward questions.
AI writing tools can help with outlines, first drafts, and editing. Used without care, they also produce generic or inaccurate content that serves neither customers nor search engines.
What Google Says About AI Content
Google has said that using AI to create content is not against its guidelines by itself. What matters is whether content is helpful and created for people. Its spam policies warn against scaled content abuse, which includes generating large numbers of low-value pages primarily to manipulate search rankings, whether by AI or by people.
In practice, this means the same standards apply to AI-assisted pages as to any other content: accuracy, originality, real expertise, and usefulness to the reader.
Where AI Helps and Where It Hurts
AI tools are often useful for brainstorming topics, organizing notes into an outline, tightening wording, or drafting a rough version that a knowledgeable person then rewrites. They can save time on repetitive formatting tasks too.
They struggle with facts specific to your business, local details, current rules, and firsthand experience. They may confidently invent statistics, quotes, or services. Every claim in an AI-assisted draft should be checked by someone who knows the subject, and the final version should include details only your team could supply.
Keep a short list of facts the tool must never guess at, such as license numbers, warranties, prices, and service areas, and require a person to fill those in every time.
Build a Simple Review Process
Decide who reviews AI-assisted content and what they check: facts, prices, services, legal or safety claims, and tone. Add specific examples from your own work, photos, and answers to questions customers actually ask. Remove generic filler that could describe any company.
Be cautious about agencies promising large volumes of AI pages for low prices. The SEO, SMO and PPC category on Biz Marks lists local providers you can interview. Ask how they use AI, who edits the output, and how they verify facts, and check that their Biz Marks listing matches the services on their website.
Let People Supply What AI Cannot
AI tools can make content work faster, but they cannot replace firsthand knowledge or careful fact-checking. Use them for drafts and editing, verify every claim, add details only your team knows, and avoid mass-produced pages. Ask any SEO provider, including those found on Biz Marks, exactly how they review AI output.
Frequently asked questions
Google has said that AI use itself is not against its guidelines. It focuses on whether content is helpful and original. Large volumes of low-value pages created mainly to manipulate rankings can violate its spam policies, regardless of how they were produced.
Yes. AI tools can produce confident statements that are wrong, including invented statistics, quotes, or services. Always have someone knowledgeable check facts, prices, and claims before publishing. This matters most for legal, medical, financial, or safety topics. A careful edit catches most errors.
There is no universal rule for most business content, but honesty builds trust. Some businesses note that content is reviewed by their team. What matters most is that the final content is accurate, useful, and reflects real expertise. Readers mainly care about accuracy.
Add your own photos, project examples, local details, pricing context, and answers to real customer questions. Rewrite drafts in your company's voice. Details that only your team can provide make content more useful and less generic. Customer questions make great starting points.
