Artificial Intelligence: The Dos and Don'ts in Content Creation

Daria Masson
Artificial Intelligence: The Dos and Don'ts in Content Creation
Illustration: © IoT For All

There’s no doubt about it – artificial intelligence (AI) is changing the way content is created and distributed. With AI tools becoming more sophisticated, businesses are starting to use them to generate content on a large scale. However, there are risks associated with using AI for content generation, and you need to be aware of them. In this blog post, we’ll discuss the dos and don’ts of using AI for content creation and give you some tips on how to create the best possible AI content.

What Is AI-Generated Content?

The term “AI-generated content” encompasses all types of content created by a neural network, not a human. What you get by hitting “Create” is the result of meticulous research, data collection and markup, and, finally, extensive deep learning.

A neural network is an attempt to reproduce the work of the human brain using mathematical models to create machines with artificial intelligence. So equipped, these machines can then write texts, create images, and even play games. All of this is based on deep learning.

Deep learning is a branch of machine learning that uses a model inspired by the structure of the brain – the interaction of neurons. It imitates abstract thinking and is able to generalize facts. It is, however, different from machine learning in a general sense.

Machine learning is a method of constructing algorithms that learn from experience, without writing a special program. Here’s what we mean by this:

  1. If you have written a program that plays chess, this is artificial intelligence; 
  2. If at the same time, it is learning from the games of grandmasters or playing against itself, this is machine learning;
  3. And if a deep neural network learns from it, this is deep learning.

An artificial neural network is usually trained with a teacher. This means the process involves a training set (dataset) that contains examples with true values: tags, classes, and indicators.

AI is quickly becoming a powerful tool in many industries, from retail and finance to healthcare, media, marketing, and advertising. AI-generated content is used in a wide variety of ways, from customer service automation to content creation for websites and blogs. The variety of content you can create with AI is growing exponentially because of the rapidly increasing availability of tools able to provide this content:

  • Natural Language Processing (NLP) – This type of tool uses algorithms to parse natural language and the way people communicate in order to generate content. NLP is used by chatbots and automated customer service systems, as well as content generators.
    • A chatbot used by Hiver
  • Text generators – Text generators are AI tools trained with datasets that can then generate text on their own based on what they’ve been taught. Companies such as Narrative Science specialize in this type of generation technology.
    • The results of text generation by InferKit
  • Image generators – AI-powered image generators are trained to create visually stunning images. For example, DeepAI is a tool that can take an image and give it the style of another image.
    • Image generation with DeepAI
  • Video generators – tools that can automatically compile videos from still images or even transform your blog posts into video sequences. This technology is useful for creating quick and easy explainer videos or product demos. 
    • Turning a script into a video with Lumen5

The Controversy About AI Content

There are many advantages to using AI for content creation. For example, you can save time and money by streamlining the process of creating content. AI tools can also help to create more personalized content that is tailored to a particular audience. 

Generated content can also be used to make the process of generating ideas easier, as AI tools may be better equipped than humans to come up with creative solutions quickly. For example, you can get input from AI when you’re looking for ideas for your business – from customer satisfaction to new product concepts.

Despite the many benefits of using AI tools, there is a lot of controversy surrounding the use of this technology.

Proponents argue that AI can help businesses stay competitive in today’s digital world by freeing up time for employees to focus on more creative tasks instead of mundane ones.

However, detractors fear that AI could be used to manipulate humans or even replace them altogether. It is also a concern that AI could be used to create fake news stories or products, which could in turn harm businesses.

The controversy is increasing in light of allegations that generated content can contain plagiarism or errors. Google has taken a strong stance against AI-generated texts, warning businesses of the potential penalties if they use them. The reason for such extremes is that AI content could be poorly written and ranked way lower than human-made content. However, if your human writers create bad copy, you can expect the same result. And that’s why the controversy is not going anywhere.

The Dos and Don’ts of Using AI

To avoid being penalized by Google or impacted by other possible complications when relying on AI content creation, keep in mind some of the best practices.


  1. Do use AI to create content that is relevant to the intended audience. AI can identify patterns in data to help create content that resonates with users.
  2. Do use AI for content curation, which can save time and energy when it comes to researching topics or gathering resources for a piece of content.
  3. Do take advantage of natural language processing (NLP) technology, as this can help ensure accuracy in tone, style, and information.
  4. Do consider leveraging voice recognition technology when creating audio/visual content, as it can be more efficient and cost-effective than manual production methods.
  5. Do make sure you have the right set of tools available, like machine learning frameworks, APIs, and other open-source tools tailored to creating content efficiently.
  6. Do conduct user testing before releasing any AI-generated content or product, so you understand how well humans react to it from an emotional level or the perspective of understanding ability.
  7. Do check the content for plagiarism. Make sure the AI doesn’t just copy information from articles that already exist but creates its text independently.
  8. Do make sure the content is accurate. AI tools are great at generating quantity, but they might not be as good at generating quality. 
  9. Do use clear guidelines. Without proper instructions, AI tools will struggle to generate quality content.


  1. Don’t rely completely on automated processes. Verify results manually before publication, as there could be potential errors in the output due to incorrect programming or other factors. 
  2. Don’t forget about ethics. Ensure any AI solution adheres not only to legal standards but also to ethical principles during its development cycle.
  3. Don’t neglect security measures. Ensure all necessary security protocols are implemented and kept up-to-date at all times, particularly if commercial-level applications with inbuilt artificial intelligence technology are part of your organization’s offerings.
  4. Don’t use AI-generated content as a substitute for human creativity. While automation certainly brings speed and efficiency gains to organizational processes, never underestimate the value of human insight and expertise.
  5. Don’t forget to consider scalability. Pay attention not only to initial development costs associated with building out a certain functionality but also to future growth demands that may require additional resources at some point down the line. 
  6. Don’t expect AI to be perfect: AI and machine learning are still developing technologies, so errors are likely.


In conclusion, artificial intelligence is changing the way businesses create and distribute content. While AI-generated content can be incredibly helpful in creating high-quality, targeted content, businesses need to be aware of the risks associated with using AI for content creation. 

By following best practices and avoiding common mistakes, you can ensure that your generated content is original and unique, thus avoiding Google penalties. Additionally, it’s important to remember that AI tools can often lack creativity and personalization, so you should use them as a starting point for your ideas rather than relying completely on generated content.

Daria Masson
Daria Masson - Content manager, Movavi Software Inc
Daria is a content manager at Movavi, a multinational software development company. She has been in the blogging and internet marketing industry for more than three years, and her favorite topics are working with the audience and creative content.
Daria is a content manager at Movavi, a multinational software development company. She has been in the blogging and internet marketing industry for more than three years, and her favorite topics are working with the audience and creative content.