Spotting AI Content in Digital Marketing

Digital marketing copy of all kinds, from paid ad copy to websites and blogs, is increasingly being created by generative AI chatbots.

Is that a problem? It depends on what you want to accomplish. Google (allegedly) rewards websites that publish original information in a way that answers the questions posed by searchers. AI can answer questions, but it can’t say anything original.

From a stylistic standpoint, AI puts out higher quality content than you’ll receive from many other sources – including many paid writers. As a freelancer or “professional” writer, you don’t have to be a member of Mensa to realize you can save time and, depending on your skill, put out a better product by simply relying on AI for your content.

If you’re a business purchasing blogs from freelancers, Fiverr or another online marketplace, there’s a good chance the content will be fully or partially AI-generated.

How to Tell If Your Content Is AI-Generated

AI Intros

Here’s the intro for a blog ChatGPT generated with the prompt, “Can you write me a 400-word blog on why credit unions are preferable to banks?”

Why Credit Unions Are Often the Better Choice Over Banks

When it comes to managing your finances, the choice between using a credit union or a bank is significant. While banks are more widely known and often the go-to for many, credit unions offer a range of benefits that can make them a preferable option for consumers. Here’s why you might consider a credit union for your financial needs.

AI loves to start blogs with something like, “When it comes to x topic” or “Choosing between x and y is an important decision…” with x topic being whatever your prompt is about or y being whatever you’re comparing x to.

Tweaking the prompt and re-spinning resulted in:

• Choosing between a national bank and a credit union can be a significant decision for your financial well-being.
• Choosing the right financial institution is a crucial decision that affects your financial health and day-to-day money management.
• When it comes to managing finances, the choice between using a credit union and a bank is significant.
• When it comes to managing your money, choosing the right financial institution can make a significant difference in your financial health and satisfaction.

A human might write something like:

There are many reasons why national banks monopolize the consumer financial services market. They have name recognition, fewer barriers to entry and easier access to ATMs and branches. Despite the inherent national bank advantages, an estimated 26 percent of U.S. banking customers still choose regional banks as their primary financial institution.

Why do so many consumers pass up the big-bank advantages and choose their local regional bank or credit union?

Or, if a human is going after featured snippets, they might directly answer the question posed in the H1 header: “Credit unions typically provide superior yields on savings accounts and rates on loans while also charging lower account and transaction fees. As not-for-profit, member-owned institutions, credit unions reinvest earnings into products and services. Publicly traded nationwide banks tailor services and products to maximize profitability for shareholders, while credit unions are focused on doing what’s best for community members.”

For whatever reason, generative AI is still incapable of breaking from its formulaic, borderline academic approach to formatting content and communicating information. One could argue that its approach is better in the aggregate, but if every credit union relies on AI and uses the same general topics (which isn’t uncommon), none of them will get ahead in the SERPs.

Here’s another example generated using the prompt, “Can you write me a blog comparing Honda and Toyota vehicles for car shoppers?”

When it comes to purchasing a new vehicle, two of the most reliable and popular brands that often come to mind are Honda and Toyota. Both Japanese automakers have a storied history of producing vehicles that are not only dependable but also offer great value for money. However, choosing between these two can be a daunting task for many car shoppers. In this guide, we'll delve into the key aspects of Honda and Toyota vehicles to help you make an informed decision.

AI intros will always conclude with something along the lines of “In this blog…”, “In this guide…” or “Here are the reasons why you might…”.

Rather than simply writing a sentence that organically leads into the body, the AI will do the content equivalent of spoon-feeding the reader.

In almost every AI-generated blog, the second to last sentence in the first paragraph would be a completely adequate way to end the intro. The context of the headline and intro combined with the first subhead of the body should speak for itself.

AI Body Copy

Every spin of the credit union versus bank prompt resulted in a list of five reasons – two numbered and one just short subheaders. These included:

• Personalized Customer Service
• Lower Fees and Better Rates
• Community Focus
• Democratic Structure
• Financial Education and Empowerment

And:

1. Member-Focused Structure
2. Lower Fees and Better Rates
3. Personalized Customer Service
4. Community Involvement
5. Easier Access to Credit

On the reversed prompt, why someone might choose a bank rather than a credit union, the list was:

1. Wider Accessibility
2. Advanced Technology and Services
3. Business and International Services
4. Financial Stability
5. Rewards and Benefits

None of these are bad lists or the wrong approach to generating a roughly 400-word blog on the topic. They’re all adequate and clearly communicate advantages – but there’s little diversity. And, using current generative AI chatbots, there never will be.

AI Conclusions

AI conclusions are even more formulaic than its intros. It will always summarize the body copy in the first two to three sentences. The respective conclusions generated for the credit union versus bank examples listed above were:

1. While banks offer their own set of advantages, credit unions stand out for their member-centric approach, lower costs, community involvement, and democratic structure. For individuals looking for a more personalized banking experience, better rates, and a sense of community contribution, credit unions present a compelling option. Choosing a credit union over a bank can not only lead to immediate financial benefits but also align your banking choices with your values, fostering a stronger, more empowered community.
   
   
2. Choosing between a credit union and a bank comes down to what you value most in a financial institution. If personalized service, lower fees, better rates, and a community-focused approach are important.
   
   
3. While credit unions are known for their customer-focused approach, often offering lower fees and higher interest rates on savings accounts, national banks present a range of benefits that cater to a different set of needs and preferences. The choice between a national bank and a credit union ultimately depends on individual circumstances, including your financial goals, the services you value most, and how you prefer to access those services. For those who prioritize accessibility, advanced technology, international services, financial stability, and rewards programs, a national bank may be the preferable option.

An argument can be made that there’s value in treating blogs like academic writing assignments, but many readers will find it to be pedestrian and needlessly repetitive given the short length of most blogs. Readers with at least average cognitive function likely don’t need to be reminded of what they read 30 seconds earlier.

From a marketing perspective, the goal should be to generate a lead or prompt the reader to perform a certain action. More value can potentially be derived from something like:

Nationwide bank customers are often surprised to learn how much yield they’re losing by keeping their savings at a national bank instead of their local credit union. If you’d rather the fees and interest payments you make were reinvested in a financial institution that will use that money to lower your future interest payments and fees, consider switching to our credit union. Call us at 555-555-5555 to find out if you’re eligible for membership.

Is the AI grammatically correct? Absolutely. Is its approach justifiable from a proper paper-writing standpoint? Sure. Does its conclusion sections further digital marketing campaign goals? No – that’s not its intention (insofar as generative AI has intentions).

There’s a Lot More That Can Be Said on the Topic of Relying on Generative AI for Content Creation in Digital Marketing

Formulaic intros and conclusions are just the tip of the iceberg. In future blogs, we’ll go into more depth on the stylistic and word-choice indicators digital marketing clients should look for when reading the content they’re paying someone else to “write”.

Despite the problems with this new technology, choosing not to use generative AI chatbots is not an ideal solution for digital marketing professionals. The previously mentioned bulleted lists of credit union differentiators have value, and digital marketers should be thoughtfully leveraging AI to accelerate their content research. AI is also a great helper for a variety of other quality-enhancing tasks, like coming up with synonyms to increase vocab variety or spot-checking grammar.

However, there’s a difference between using AI to enhance content creation and relying on unadulterated AI content for a final product. At REV77, we don’t do the latter because we have yet to see evidence that using straight-AI content furthers campaign goals.

If you’d like to learn more about our content creation or SEO services, we encourage you to schedule a free audit.