AI tools like ChatGPT have become part of everyday business life. They’re quick, impressive, and easy to reach for when you need content, ideas, or answers fast.
We use them too.
But we’re also seeing a growing issue, businesses are starting to rely on ChatGPT as a replacement for SEO, strategy, expertise, and judgment, and that’s where things begin to unravel.
This isn’t about scaremongering, it’s about clarity, AI can be a powerful tool, but only when it’s used properly.
What ChatGPT Actually Does (And What It Doesn’t)
ChatGPT is very good at producing languages, it can structure a blog, suggest headlines, and help shape ideas.
What it can’t do is understand your business in the way a specialist does.
It doesn’t know your customers, your commercial priorities, or your competitive landscape. It doesn’t understand nuance, regulation, or reputation. It predicts words based on patterns, not insight or experience.
When AI is used without human direction, the result is often content that looks polished but feels thin. It fills space without really saying anything new, and both users and search engines are getting better at spotting that.
The Problem With Confident-Sounding AI Content
One of the biggest risks with AI-generated content is how confident it sounds.
ChatGPT won’t tell you when something is outdated, incomplete, or simply wrong. Unless it’s guided carefully, it can present assumptions as facts and generalisations as expertise.
We’re already seeing this play out:
- Advice-led content that’s inaccurate or out of date
- Claims that weaken trust rather than build it
- Industry-specific errors that signal a lack of real experience
- Pages that contradict other content on the same website
In sectors where trust matters, and that’s most of them, these mistakes do real damage.
Why Generic AI Content Struggles in Modern Search
Search isn’t just about keywords anymore.
AI-powered search systems look for consistency, credibility, and authority. They assess how trustworthy your brand appears across your website and the wider web, not just how well a single page is written.
Content that’s created quickly, without insight or originality, struggles to perform in this environment. It tends to repeat what already exists, which gives search engines very little reason to surface it.
That’s why some businesses are publishing more content than ever, but seeing less visibility as a result.
AI Works Best When It Supports Real Expertise
Used properly, AI is incredibly useful.
At Outrank, we use it to support the work we already do, not to replace thinking, strategy, or experience. It helps us move faster and work smarter, but everything remains human-led.
We use AI to:
- Support research, not replace analysis
- Assist in drafting, do not create final content
- Identify patterns, not define positioning
- Enhance SEO insight, not override it
Every piece of content is still shaped by people who understand search, understand industries, and understand what actually drives results.
That balance is what makes the difference.
The Brand Risk Many Businesses Overlook
There’s another issue that doesn’t get talked about enough: brand dilution.
When AI-generated content is used without control, brands start to sound the same. Tone becomes generic, messaging loses its edge and over time, that erodes trust and distinction.
Strong brands are built on clarity and consistency and AI should reinforce that, not flatten it.
If your content could belong to any business in your sector, it isn’t doing its job.
How Outrank Helps You Use AI the Right Way
Our role isn’t to stop businesses from using AI. It’s to help them use it with purpose.
We work with clients to:
- Build authority-led content strategies that search engines trust
- Combine AI tools with human expertise and SEO intelligence
- Protect brand voice and credibility
- Create content that performs long-term, not just quickly
- Adapt to how search is evolving, not how it used to work
AI is now part of modern marketing. The advantage comes from knowing how and when to use it.
The Bottom Line
ChatGPT can help you write words.
It can’t build authority, earn trust, or replace strategy on its own.
Businesses that treat AI as a shortcut will struggle to succeed. Businesses that use it alongside specialist insight will be the ones that win.
If you’re unsure how AI fits into your marketing, or you want to make sure it’s working for you rather than against you, we can help.
Talk to Outrank about using AI properly.
We’ll help you turn it into a genuine advantage, not a hidden risk.