Why Human-Written Content Beats AI-Written Content Every Single Time

Unless you’ve been living under a rock, you know that AI has begun its takeover of the world. 

Just kidding. (Sort of.) 

While it may not be taking over the entire world just yet, it’s certainly making an impact in the world of content writing. A lot of companies have transitioned their content writing strategies to begin utilizing artificial intelligence to create new content. 

As a general consensus among the experts, using AI features to create titles and catchy headlines, to generate ideas, and to generate outlines are absolutely acceptable. These are great ways to make wise and responsible use of these tools. 

However, different professionals have different opinions on using AI to actually write the content you’re sharing or posting. As a human content writer, you can imagine the camp I’m in. But it’s not just about job security. And, as it turns out, my thoughts and recommendations on not using AI-generated content are backed by some new studies. 

Human-Generated Content versus Ai-Generated Content: Case Study

Marketing Insider Group decided to test out some theories about human-generated content versus AI-generated content. They pitted the two against each other, along with a third hybrid option, to determine how well they perform in rankings, traffic, and visibility. 


  • Human-created content improved its rankings over time, climbing from #94 in the search rankings to #84. 
  • AI-created content didn’t maintain consistent rankings as well and dropped from #94 to #95.


  • Human-created content significantly outperformed both AI and hybrid content.
  • AI-created content had one piece do well, but the rest were inconsistent and low performing in comparison.


  • Human-created content provided a 1% uptick in visibility.
  • Due to the singular AI-created content piece that performed exceptionally well, the visibility competition goes to AI, which gained a 4% increase in visibility. This seemed to be an outlier, however, as the increase was not sustained long-term, and the visibility uptick didn’t result in more traffic, making it borderline irrelevant.

What About Hybrid Writing?

A third component of this study included hybrid content. This is content that was written by AI but then rewritten by a human. It kept the same information, format, and general organization of the AI-created piece, but it was rewritten to ensure originality and give it a human touch. 

In rankings, hybrid content had some success in outranking human-created content, but the success was inconsistent. 

In web traffic, hybrid performed on par with AI content, losing out to the far-more-successful human-created content. 

In visibility, hybrid had some winners. Some pieces performed better than human-created content, but unfortunately, this increased visibility didn’t translate to increased web traffic. 

If you’re utilizing this hybrid model in your content writing, know that while it has its benefits, it also has downsides. It’s imperative that your content is offering authenticity, expertise, creativity, quality, and trust, and that is much harder to achieve when AI is crafting the bulk of the piece and guiding its direction. 

Quality Content Writing from Lampstand

We understand the draw of AI content. We know it’s much cheaper and faster than hiring a freelance content writer to craft written pieces for you. But now you can see the downside of AI content–it’s far less effective at doing its job. Content is meant to convert, right? It should drive traffic and improve rankings, and if it’s not doing that, then it’s just taking up space.

If you’re ready to make the most of your content strategy and implement an effective plan to generate more leads, get in touch with Lampstand Blogging today. 

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