We recently had a source—not an editor, or client, but a source—ask if we had used AI to generate content for a profile for one of their executives.
Our answer: “No, why do you ask?”
As it turns out, they had sent the copy through an AI detection tool they use and it came back as 100% AI generated. So we sent it through an AI detection tool we use and it came back as 84% human generated. Interestingly, some of the areas tagged as potentially AI generated were their own responses (more on this later).
We’re not offended. We think it’s important to check for AI-generated content. We do when we receive input from sources and even when we receive outlines or briefs from clients. We’ve actually been surprised to find that, in many cases, both have been generated using GenAI. That’s important to us because we don’t want GenAI content creeping into our deliverables. Our reputation is on the line.
So is yours.
We use GenAI tools for a lot of things: to summarize documents, to pull details from transcripts, to answer questions, to brainstorm, to generate topic ideas, to edit and provide feedback on our work, and to synthesize client feedback.
But we don’t use these tools to actually create content. Unless clients ask us to. Which a few have.
Others have provided us with AI-generated content and asked us to “humanize” it. That’s a more challenging task than it might seem. We’ve actually found that it’s more efficient in these cases to just start over again, creating the content from scratch without using AI.
We’re seeing a shift in sentiment around AI-generated content from curiosity and experimentation to concern. And for good reasons. Sometimes these tools “hallucinate.” There’s growing concern that they may plagiarize. The quality of the output is often low and often repetitive.
Check your work.
It pays to exercise caution when using these tools. It also pays to check your own content to ensure that it doesn’t somehow show up as AI-generated when it’s not. We do. The tool we use, which we’ve found to be very sensitive and very reliable, is Winston.ai. We’re not a reseller. Just a fan. And we’d highly recommend adding this tool into your content creation processes.
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create, and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results at reasonable rates.
In addition to content creation we specialize in helping B2B clients raise awareness and drive website traffic through a strong LinkedIn and X presence.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
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