AI is very good at writing more. Ask it for fifty pages about your business and you will have them before lunch.
That is worth almost nothing if nobody can tell what you do in the first place.
What it is genuinely good at
Turning notes into a first draft. Cutting a page in half. Answering the same question forty times without getting bored. Chasing people who have not replied.
All of that is real, and we use it. None of it is the hard part.
The hard part is deciding what to say
The difficult work is choosing. Who you are for. What you are willing to be worse at. Which one sentence goes at the top of the page and which twelve get thrown away.
That takes knowing your own market and being willing to rule people out. A tool that has never met your clients cannot do it, and it will not tell you it cannot. It will write something plausible instead.
Why the output always sounds fine
It comes back smooth. Nothing is misspelled. Every sentence sounds like something a business would say.
That is the trap. Sounding like every other business in your trade is the exact problem you were trying to solve.
You end up with more pages, written faster, all saying the same forgettable thing your rivals say. The site gets longer and no clearer.
A quick way to tell
Take any paragraph on your site. Put a competitor name in place of yours.
If it still reads true, it was never about you.
Plenty of hand written copy fails that test too. Generated copy fails it far more often, because sounding average is the job it was built to do.
The order that works
Work out what you are actually saying, and who you are saying it to. Get that down in plain words, however badly.
Then use whatever tools you like to say it more neatly, in more places, more often.
Do it the other way round and you have simply bought a faster way of being unclear.
