There’s a big trend in the tech world right now to say, “Just use AI.” Use AI to write blog copy. Use AI to write code. Use AI to do the job of humans. But there’s a big problem with that. The popular chatbots—ChatGPT, Claude, Perplexity, Gemini, Co-Pilot—are not truly intelligent. They rely on parameters and pattern recognition, not understanding.
For instance, as a Charlotte web design company run by humans, we can decode an email properly. If a client said, “I stayed up until 2 a.m. working on this!” we’d know whether that was a good thing or a bad thing. Someone can stay up until 2 because they’re excited, not just because something was littered with mistakes.
Also, I love this analogy from Jamie Indigo, someone who works with technical search engine optimization (SEO). She said we’re experiencing “tech mad cow disease.” From a Moz.com blog:
“Mad cow disease was a prion disease in the 90s caused by cattle consuming feed made from other cattle. It was a system feeding on itself, and that’s what I see happening with AI. Marketers are consuming AI output and turning it into strategy, often without understanding how the models work. They publish the content at scale, which the model crawls, ingests, and trains on. Basically, we are feeding the machine its own byproducts, just like mad cow disease.”
Did you catch that? Basically, AI slop is creating more AI slop, and that’s how the whole thing is breaking down.
The reason SEO still needs humans is that humans create original content rather than recycling something that has already been created. As Indigo said, “When your content comes from the same statistical pool as everyone else using the same model, it becomes interchangeable. And if your site is filled with interchangeable content, why would a search engine invest resources in crawling and indexing it?”
Exactly. It wouldn’t. This is why as a Charlotte web designer, we don’t advise over-relying on AI. Use it to support your tasks, but don’t use it to replace them. Doing so often results in deskilling, per this article.
In other words, don’t underestimate your creativity. It’s one of your most important assets in the age of AI. It’s also why I wrote an article about not writing to please search engines. Write to please your existing customers/clients or to attract potential ones.
Think about what questions you frequently receive from your fanbase. How can you answer their questions but in a fun way? Or even, what’s the most unusual question you’ve received? That could be a super fun blog. Can AI write that? No it cannot because AI will give you either a hallucination or some anodyne response that will sound like it’s written by a robot. I’m sure you’re already seeing this.
Don’t you already notice when something sounds suspiciously like AI? And I don’t mean because there’s an “em” dash. I mean the wording is a little strange or it sounds like everyone else or even doesn’t sound like the person you’re used to dealing with. And what happens when you have that experience? As for me, it makes me want to turn away. If I can’t get a human response, I might as well chat with a bot on my own rather than having an intermediary.
We’ve been a Charlotte web designer for decades and part of the reason for that is our excellent customer service. We treat people well and care about the human touch. We want our clients to enjoy working with us and that means not farming everything out to AI, even if we could.
Get in touch with us via email or call (704) 336-9113.
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