Why AI helps increase the quality of online content

In today’s digital age, the quality of online content has become a pressing concern for internet users. With the proliferation of social media platforms and user-generated content, it’s becoming increasingly challenging to sift through the sea of information and identify credible, valuable content. But thankfully, the rise of Artificial Intelligence (AI) offers a promising solution to this problem. 

AI-powered tools can analyze user behavior and preferences, providing content creators with insights to produce content that is more relevant, informative, and engaging. These tools can also help filter out low-quality content, spam, and fake news, making it easier to find trustworthy information online. Additionally, AI can help personalize content for individual users based on their interests and online behavior. 

The potential of AI to enhance the quality of online content is immense. By facilitating the production of high-quality, personalized content, it can improve the user experience for everyone. 

Chat GPT 

The question everyone is asking is: Can Google detect AI content? The short answer is yes, but could you? The above three paragraphs were written using Chat GPT, an AI language model. The most recent form of AI to take the world by storm. With a few simple commands I was able to write a significant segment of this article in a matter of minutes. 

I chose to eliminate certain phrases, sentences and words to optimize the readability and professionalism of the writing by typing in simple instructions to the chat box. One of my final commands was ‘Can you make this sound more like a human has written it?’ to which Chat GPT reworded the paragraph in seconds to a far more satisfactory result. This ensured the writing was less blatant and robotic and a little more intellectually subtle.

What can it offer? 

Chat GPT was launched in November 2022 and since then has gained international recognition. It allows users to ask any question, however big or small, resulting in articulate and in-depth answers within seconds. 

Not only can you glean information from Chat GPT but it is also capable of writing long form essays, poetry, fiction or job applications. The coherent and grammatically correct writing ultimately creates a hybrid voice, void of human error but allowing human editing and personalisation through simple commands. 

Advancements in accessible AI 

We have become increasingly adept with the use of conversational AI in everyday life. Siri, Alexa and Chatbots have parameters to what they can offer before forwarding questions beyond their remit to an online search engine or simply stating they can’t help. Chat GPT has taken this accessible source of immediate information and assistance for the general public further. 

It has a much larger capacity to assist in the user’s needs and desires with its initial training data spanning unthinkable quantities. Prof Michael Wooldridge, Director of foundational AI research at the Alan Turing Institute in London, said “It would take 1,000 human lifetimes to read the amount of text the system was trained on and hidden away in all of that text is an awful lot of knowledge about the world.”It has read texts from articles, books, social media captions and other written materials. 

We have even seen the incorporation of visual AI in the mainstream media for the benefit of marketing with social media personalities such as Lil Miquela (@lilmiquela). This enables brands to develop an online persona that has a stronger alignment with their vision rather than using a human influencer that may be inconsistent with their brand aesthetic. 

How will it aid online content? 

It is possible for AI to contribute to our lives in a myriad of ways from fake news detection, plagiarism detection, AI content detection to more specific aids such as assisting in the detection of online sexual harassment and human trafficking. With regards to content it is clear the use of AI to fact check, translate and cross reference an abundance of sources makes it an indispensable tool for the future of content writing and website development. Online marketing will become streamlined with AI’s ability to strategically condense online writing for the benefit of SEO. It will improve organic traffic with the discovery of related keywords and fine tuning the online content to be more keyword focused resulting in top-ranking online media. I used Chat GPT to research keywords for this article, I then cross-referenced with Semrush to assess their relevance.

Not only can AI decipher patterns and trends through Natural Language Processing (NLP) but it also has the ability to determine sentiment, whether the content is positive, negative or neutral. This will allow for it to gauge public opinion on particular topics. 


One common issue with AI is if eventually AI has created a substantial amount of online content we will begin to enter a feedback loop. GPT models will inevitably be training on data created by themselves which will exacerbate any original biases. 

Chat GPT is also not linked to the online and so the information is limited to its last installment of training. The current cut off period for this was September 2021. 

The Future 

It is clear AI is becoming more accessible and widely used. Companies will begin to benefit from using its clear and concise approach to content. Content creators will benefit from tailoring their content to specific audiences, the personalisation will streamline the user experience and lead to increased engagement. 

However, AI content creation may be technically sound and optimized for search engines, but it could lack the nuanced perspectives of human creativity and emotion. If every business relied solely on AI the online landscape would become too regimented. 

By using AI ethically and as a tool, a hybrid of human thought and AI, it will allow for original content that optimizes keywords to benefit SEO whilst remaining engaging and not part of a generic formula. 

About the author...

Alan SpurgeonWithout Alan, there’d be no Hedgehog. Our Boston-born director began Hedgehog a decade ago in a tiny office above a florists in Bedford. Since then, Alan has worked tirelessly to grow Hedgehog to what it is today. Using his years of SEO and business expertise, Alan knows how to produce strategies for clients that work towards the ultimate goal; generating new business online. Never one to keep his expertise to himself, Alan has spoken at a number of industry events, including Digitalks in Sao Paulo, and has contributed to a number of industry books and publications.
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