Useful as a drafting aid when you supply the substance and edit hard. What it produces unaided is competent, generic, and indistinguishable from every competitor using the same tool the same way.

What it is good and bad at

Good at structure, fluency, and getting words onto a page. It will never stare at a blank document.

Bad at specificity, judgement, and knowing which detail matters. It produces the average of what has been written about a subject, which is by definition unremarkable.

Which means the writing problem it solves is the easy one. Starting is hard and it is not what made a page worth reading.

What made it worth reading was that you had done the work and knew the thing the generic version omits.

Why the unedited output reads the same everywhere

Because it is drawing on the same material for everybody.

Ask ten businesses in one trade to produce a page on the same subject with the same tool and the ten pages will make the same points in the same order.

Which is a competitive problem rather than a quality one. The pages are fine. They are also interchangeable, and interchangeable is the opposite of what a small business needs from its site.

The recognisable signs: opening with a general observation about the industry, hedged claims that commit to nothing, lists of considerations rather than positions, and a conclusion restating the introduction.

Readers may not name it and they notice it, and increasingly so.

The workflow that produces something

  1. Decide what you are actually saying, before opening anything.
  2. Supply the specifics yourself: the figures, the examples, the local detail, the thing you learned on a job.
  3. Let it draft the structure around your material.
  4. Cut every sentence that could appear on a competitor's site.
  5. Check every fact, particularly anything numeric or regulatory.
  6. Read it aloud and fix what does not sound like you.

Step four is the whole method. If a paragraph would sit unchanged on another business's page, it is not doing anything for yours.

What survives that cut is usually shorter and considerably better.

What only you can supply

The material that makes a page yours, and none of it is generatable.

What a job actually cost, and why it varied. The thing customers in your area always ask. The mistake you see repeatedly. The local condition that changes the standard advice. What you charge and why. The situation where you tell people not to buy.

A page containing three of those is worth more than twenty pages containing none, and no tool will produce them because it does not have them.

Which reframes the exercise: the tool is for writing up what you know, not for finding out.

Facts and the confident wrong answer

The failure that causes actual damage.

These tools produce plausible, specific, confidently stated information that is sometimes wrong, and the wrong version is written in exactly the same tone as the right one.

For a business page that means a stated regulation, a price, a specification, a deadline, or a claim about what something requires can be invented and read as authoritative.

Publishing an inaccurate claim is your problem regardless of how it was drafted, and in advertising terms a claim you cannot support is a claim you should not have made.

Which makes verification non-optional for anything factual, and it is the step people skip because the output reads so assuredly.

Search, honestly

Worth addressing since it is why many businesses started.

Search guidance has consistently focused on whether content is helpful and original rather than on how it was produced. Which means the question is not whether it was AI-assisted but whether it says anything.

Mass-produced generic content has been the target of ranking systems for years, under several names, and producing it faster does not change how it is assessed.

The durable position is the same as it was: pages that answer real questions specifically, from a business that knows the answer.

The honest summary

Use it to write faster about things you know. Do not use it to appear to know things you do not.

The first is a genuine improvement to a real bottleneck. The second produces a site indistinguishable from everybody else's, which is the problem you were trying to solve.

Where the material comes from in the first place is covered in finding things to write about.

Frequently asked questions

What is it good at?

Structure, fluency, and getting words onto a page. It solves the difficulty of starting, which was never what made writing worth reading.

Why does unedited output read the same everywhere?

It produces the average of what has been written on a subject, so ten businesses in one trade get ten pages making the same points in the same order.

What is the key editing step?

Cutting every sentence that could appear on a competitor's site. What survives is usually shorter and considerably better.

What can only I supply?

What a job actually cost and why it varied, what customers in your area always ask, the mistake you see repeatedly, and the local condition that changes standard advice.

What is the dangerous failure?

Confident wrong answers. Invented regulations, prices or specifications are written in the same assured tone as correct ones, and publishing them is your problem.

Does AI-assisted content hurt rankings?

Guidance has focused on whether content is helpful and original rather than how it was produced. Generic mass-produced content has been targeted for years regardless.

West Coast Media Solutions Inc. provides web design, web development, hosting, digital marketing, and business consulting to organisations across Canada, drawing on more than twenty-five years in the field.

Publishing more and hearing less?

We look at whether the pages say anything only your business could say, which is usually the missing part.

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