Use AI to prepare your content and let a person write it. The five risks below explain that advice.
Our marketing FAQ describes AI as an assistant for research, data analysis and detailed writing briefs. It says AI does not generate final work. The stated policy assigns writing, refinement and proofreading to our in-house experts.
Where AI tools help
AI can assist with analysis and briefs. Check its output against sources, even when the tool can search the web. These three jobs fit them:
- Keyword research and clustering.
- Spotting content gaps against competing pages.
- Drafting writing briefs and finding repeated lines across city pages.
Each job ends in a list or a brief for a person to act on. Give every brief your written voice rules. Our post on fixing your brand voice shows how to write them.
Our Elite Content Service process includes Keyword Research, AI-assisted Research, SERP-scoring and Expert Proofreading. You receive each piece as a Google Doc with 5 revisions and a 7-day turnaround.
Five ways it goes wrong
If your team drafts with a tool anyway, check each page against all five before it goes live.
| Risk | The rule | What to check |
|---|---|---|
| Near-identical pages | As of 13 October 2026, Google’s spam policy bans scaled content abuse, no matter how you make the pages. Scaled content abuse means many pages made mainly to move rankings, not to help readers. Its examples include using generative AI to make many pages without adding value. Sites may face a manual action, rank lower or not appear at all. Google’s doorway abuse rules also cover pages that target specific regions or cities and funnel users to one page. | Put two city pages side by side. If only the place name differs, rewrite the page or remove it. |
| Invented facts | Google’s AI-content guidance, as of 13 October 2026, says models predict likely words and do not retrieve facts. It says to manually fact-check and review AI-generated content before publishing, metadata and alt text included. | Check every price, opening hour and service claim against your own records. Find the source first, then test the draft against it. |
| Invented testimonials | UK consumer law bans submitting or commissioning fake reviews. The Competition and Markets Authority (CMA) dates the ban to April 2025 in its announcement. The CMA’s guidance says a fake review claims to rest on a person’s genuine experience and does not. Its examples include buying reviews that software generated. The CMA says it can fine up to 10% of global turnover. | Publish only testimonials that a real client gave you. Never ask a tool to write one. Ask a solicitor how the CMA guidance applies to your testimonials. |
| Fake images of people | Creating or requesting a fake intimate image of an adult can be criminal in England and Wales. The offences require intentional conduct, lack of consent and no reasonable belief in consent. Both have reasonable-excuse defences, set out in the statute. Our DMCA and content removal page explains sections 66E (creating) and 66F (requesting) of the Sexual Offences Act 2003. The government’s commencement guidance says both have applied since 6 February 2026. | Use real photographs of real people, with their consent. Do not present a synthetic person as someone a client will meet. |
| Client details in chat tools | Under UK GDPR, data concerning a person’s sex life is special category data. A client’s booking record may fall into that group. | Redact names, phone numbers and addresses before you paste anything in. Read each tool’s terms first, and check whether it uses your chats to train its models. Our guide to protecting client data covers the wider picture. |
Do you need to label a page as AI-assisted? Google’s guidance treats it as a suggestion and sets no general rule.
For adverts, the Advertising Standards Authority (ASA) published guidance on disclosing AI in advertising on 29 May 2025. It says its existing rules apply regardless of how you generate content. It adds that disclosure alone is very unlikely to mitigate the harm from a fundamentally misleading message.
Softer wording and Google Ads
If you ask a tool to soften your wording for ads, check the ad policy first. As of 13 October 2026, Google Ads lists “Compensated dating, companionship, or sexual acts” as prohibited.
Examples on the page include “Prostitution, companionship, hostess, and escort services” and “Cuddling, intimate massage, or similar services”. The policy covers content that promotes, refers to or references in-person companionship, dating or a sexual act for compensation. Compare an ad with that wording, not with how soft it sounds.
Ask us
Our marketing page lists the Elite Content Service. Not sure whether a tool belongs in your workflow? Ask us. We will tell you what handing the work over would cost, and whether you need us at all.
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