20 Questions To Ensure The Quality Of AI-Generated Content
Given AI's ability to churn out content quickly, it's crucial for brands and their agency partners to ensure AI-generated content meets their quality standards. While using AI for writing can be efficient, it often requires human intervention to ensure it sounds authentic to a brand, resonates with readers and provides real value.
With careful review and intentional refinement, AI can be a powerful ally in creating meaningful, engaging content. Below, members of Forbes Agency Council share key questions they recommend content writers ask before publishing any piece of AI-generated content to ensure it hits all the right notes.
AI speeds the path to publication, but it's only as effective as the human mind reviewing it. Make sure it feels authentic and sounds like the person, brand or business it reflects. Tailor it so that it resonates with the audiences it is intended for. With a critical eye and a human touch, GenAI tools can be a content writer's best friend. - Mary Ann O'Brien, OBI Creative
AI can generate text, but it's up to writers to ensure it provides real value, feels human and meets the reader's needs. Content should inform, engage and connect—not just exist for the sake of publishing. - Abbi Whitaker, The Abbi Agency
Content writers should ask, 'If I changed the brand name in this content, would it still apply without requiring edits?' If the answer is 'yes,' the content should be reworked. Does it sound like your client's brand in tone, voice and style? Do the data points or examples apply specifically to the client's brand? If the answer is 'no,' the content should be refined to ensure alignment. - Bernard May, National Positions
AI is still learning, and it is only as good as the information it's been fed, so humans need to ensure content is true to the spirit of its purpose and has enough humanity to be meaningful. Further, a real person is required to fact-check the content produced by AI, as AI is able to parrot information but isn't currently able to distinguish if that information is accurate. - Chintan Shah, KNB Communications
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Too many times, writers publish content that doesn't align with—or even worse, contradicts—previous opinions they've shared as individuals and/or as a brand. It is fine to evolve and change your mind, but it's important to note that you changed your mind, not AI. - Vix Reitano, Agency 6B
Asking if it's worth reading—and sharing—is the best way to address the user experience of your content. Considering it from the audience perspective gives you an opportunity to look beyond accuracy and branding so that you can use written content to position yourself as an expert and build loyalty. - Marc Hardgrove, The HOTH
Focusing on providing unique value ensures the piece includes human insight, expertise and originality, making it more engaging, credible and useful to readers. AI should enhance content, not replace critical thinking or authenticity, helping brands maintain trust and authority in their industry. - Scott Keever, Keever SEO
It's important to have a checklist of items to review before publishing an AI-generated piece, including checks for accuracy, tone, alignment with the brand and so on. The key question to ask that is often forgotten is: Has the majority of this information been published before? - Susan Thomas, 10Fold Communications
One question to ask is: 'Does this align with our brand's voice, guidelines and accuracy standards and our audience's needs?' Content writers should always fact-check, refine and personalize AI-generated content before hitting 'Publish.' - David Ispiryan, Effeect
AI engines can occasionally have issues with properly including links and quality sources in content, which are extremely important for SEO. Additionally, having proper keyword density in articles can sometimes be a challenge for AI engines, so this is crucial for content marketers to double-check. - William Gasner, Stack Influence
Would this be embarrassing if I said it out loud? Would I proudly defend it to a national audience? Does it sound like something that anyone else in my industry could say, or is it unique to me? If it's not valuable, unique and worth standing behind, it's not worth publishing. - Curtis Priest, Pixelcarve Inc.
AI has changed how we produce content, but it's not always accurate or up to date. Sometimes, AI will provide a list of closed restaurants or decade-old facts. Human review ensures credibility, relevance and expert insight, helping to maintain trust and authority in your content. - Jonathan Schwartz, Bullseye Strategy
One question writers should ask is if the AI-generated content will resonate with the target audience and meet their expectations. AI can certainly generate compelling content, but it ultimately falls short when compared to human-written content. - Jordan Edelson, Appetizer Mobile LLC
Would you say this? If the answer to this fundamental question is 'no' for any reason, then you should be stepping in as the 'human in the loop' and figuring out how to make it a 'yes.' Fact-checking, doing more research and adding nuance to a point of view will likely flip a generic, not useful or hallucinated piece of AI-generated content into something you'd put your name behind. - Starr Million Baker, INK Communications Co.
AI-generated content often recycles overused anecdotes and generic data that won't set you apart. Including personal insights and original ideas adds a fresh perspective and makes the content authentic, which is far more relatable. It's your unique signature that turns a piece of AI-generated content into something worthy of reading. - Ayelet Noff, SlicedBrand
AI often hallucinates, producing outputs that seem believable but may not reflect reality. It's essential to ensure the content aligns with what's true for regular people in the real world, as AI can create convincing but false narratives, even in legal or factual contexts. - Austin Irabor, NETFLY
If you strictly want to add more keywords to a site or increase your client's digital footprint with content for the sake of having content, AI-generated pieces can be effective. However, if your goal is to create meaty, compelling content that consumers engage with on a more meaningful level, it's worth taking the time to write it yourself. - Evan Nison, NisonCo
AI can churn out words, but if it reads like a robot wrote it, you've already lost. Before hitting 'Publish,' writers should check for authenticity, nuance and a real, engaging voice. If it feels stiff, generic or soulless, tweak it. Readers connect with personality, not predictability—so make sure it passes the human vibe check. - Justin Belmont, Prose
Content writers need to ask themselves, 'How does this AI-generated content help to achieve my marketing goals?' All too often, AI-generated content is used because it's easy to generate, rather than because it helps move customers along their buying journey. - Mike Maynard, Napier Partnership Limited
AI can generate words, but real insights make people stop and think. If content doesn't challenge assumptions, offer a unique perspective or provide genuinely useful information, it's just noise. Would this content grab your attention if you stumbled across it? If not, refine it until it sparks curiosity and delivers real value. - Dmitrii Kustov, Regex SEO
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