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How not to use ai

Updated: Aug 1, 2023

Want to hear a funny story about how NOT to use ai?

This week, I commissioned an SEO agency to write an article. They promised that all their content was written by a human. I gave them a comprehensive brief, and the article was finished 24 hours later.

But… It. Was. Terrible. Unusable. I was embarrassed for them, it was that bad.

The writing was formulaic, boring, impersonal. The opposite of everything they’d been briefed to do.

No surprises, it was ai generated (I used ZeroGPT to confirm - great tool). But I was mystified. The brief I gave them was GREAT. Even ai should have done a better job than it had done.

So I ran the brief through ChatGPT: I literally copied and pasted. And the material that came back was in-cred-i-ble. It was unrecognizable from the boring, generic piece I’d received from the agency.

The agency used ai. But they used it SO badly, that their client (me) rejected it. Honestly, had they sent me the ChatGPT article as a work product, I don’t know whether I would have identified it as ai.

Moral of the story?

Don’t let ai make you lazy or less creative.

The challenge facing all of us right now is how to harness this amazing tool. How do we use it to make our work better?

I don’t have all the answers. I’m figuring it out as I go. For the time being, I’m not publishing anything written purely with ai for me or any of my clients. But who knows, that might change in future. Watch this space.


My name's Claire and I’m an SEO and content strategy expert. I help startups and ambitious businesses improve their content, so that customers can find your website in search, and so that when they do, they convert.

I’m a former startup CEO, and I’ve worked for some of the world’s biggest publishers (Penguin Random House, Oxford University Press), as well as training with Google's in-house SEO team. I even built a website to attract 45k in organic search visitors/month. Drop me a line if you need help of any kind with SEO and content.


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