For one moment in a build, AI tools are truly great. That moment is an empty page. An empty page feels daunting, and a good builder will provide you with a page skeleton in the time it would take to lay it out yourself.
These tools tend to struggle whenever a site needs to communicate something unique about a business. A good example is when you ask an AI tool to write “why choose us” and you end up with the same three points most companies also write about in their pages: fast, friendly and professional. The points are neither wrong nor right, and most importantly, they don’t relate to the business in any way.
Where we’d actually use it:
Rough page skeleton / Layout scaffolding. It’s great to use AI to get a big chunk of something written quickly.
Technical pages / Alt text. Text that won’t be seen, or pages that have very little meaning, like “About Us.”
Where we wouldn’t:
Purpose built, copy that needs to read like its coming from the business. Every AI-written “about us” section reads like a copy and paste template of the others.
The issue isn’t that the tool was used, the issue is that no one noticed that what the site cared about most, saying something unique and important about the business, was lost.