Search engine giant Google has said its algorithms favour high-quality content, regardless of how it is produced. At the same time, it penalises AI-generated mass content that provides no real value to readers. Thus, AI content that does not offer an original perspective or concrete solutions will receive a low quality rating from the algorithm.
In the quality revolution, content consumers have also become a key player: they are more aware of relevant content and more appreciative of its producers. But what does this change actually mean in practice?
Why quality content always wins?
When AI is no longer used to increase the quantity of content, but to efficiently produce content that is relevant to the target audience, the quality of the content will improve. Consumers particularly value content that communicates:
- Honesty and humanity – content that evokes emotion and builds trust because it reflects another person’s experience and expertise.
- Relevance – content that speaks to the right audience, engages and inspires sharing and participation in the debate.
- An incentive to act – a cleverly crafted message that guides the reader to take action, visit the site and move forward on the purchase path.
Quality is the result of collaboration between an expert and artificial intelligence
AI is a powerful tool for content production, if you know how to use it in the right way. At its best, AI speeds up and refines the production of relevant content, helps create personalised messages that speak to the target audience, and frees people to use their creativity and critical thinking.
In the future, the role of content designers will increasingly become a gatekeeper of quality. Their role is to ensure that the content produced by AI meets both the expectations of the target audience and high quality standards.
Ensuring quality in practice – seven key points
In concrete terms, ensuring quality in content production involves:
- Precise design: well-designed prompts that guide the AI to produce content that meets the target.
- Fact-checking: critical evaluation and verification of content information and sources.
- Consistent tone of voice: The brand tone-of-voice is consistently communicated throughout the content.
- Understanding the target audience: tailoring content to the needs of different target groups and producing personalised versions.
- Optimised structure: channel-specific style, length, visuals, SEO optimisation and a clear call to action.
- Flawless language: correct language and clarity of content to ensure the message is understandable.
- Responsibility: compliance with laws, regulations and ethical standards in content production.
With AI taking over the routine tasks of content production, it frees up human time to do what we are invaluable at: meaningful interactions with customers, developing deep customer insights and designing authentic, relevant and impactful content. The winners in the quality revolution will be those who can combine the efficiency of AI with human creative thinking – not quantity, but relevance and impact.