What signals indicate AI text?
AI text often betrays itself by predictability. The text sounds correct, but lacks concrete choices, examples, nuance or first-hand experience.
Pay particular attention to these signals.
| Signal | What you see | Why it counts |
|---|---|---|
| General phrases | Lots of broad statements without evidence | The text adds little information |
| Repetition | The same thought returns in different words | The page feels longer than necessary |
| No experience | No cases, figures, choices or context | Google and readers lack trust |
| Vague structure | Lots of lists without clear priorities | The reader doesn't know what to do first |
| Too smooth tone | Everything sounds neat, but nothing sounds unique | The text becomes interchangeable |
Can AI detectors reliably recognize AI text?
AI detectors can provide signals, but they are not reliable enough to make decisions on alone. They can mismark human text and miss AI text when it is properly edited.
So use detectors as a tool, not as a final decision. Better control combines content assessment, source checking, style checking and fact checking.
Why is AI text an SEO risk?
AI text is an SEO risk when it is generic, incorrect, or interchangeable. The problem is not that AI was used, but that the page does not provide real information, experience or better explanation than existing results.
This ties in with non-commodity content. Good content contains your own perspectives, concrete examples and clear answers. Bad AI content mainly sounds like a summary of what everyone is already saying.
How do you check AI content before publishing?
You check AI content by looking at accuracy, completeness, tone, source quality and distinctiveness. Never let the tool alone determine whether a text is ready.
Use this checklist.
- Does the intro immediately answer the main question?
- Does it contain concrete information that competitors do not all have?
- Have claims, figures and examples been checked?
- Does the tone match your brand and target group?
- Are internal links logical and contextual?
- Has the text been made shorter where AI repeats too much?
How do you make AI text more human and stronger?
You make AI text stronger by adding real choices, context, examples and expertise. Making it more human does not just mean adjusting the tone, but above all adding information that does not automatically come from a generic model.
For example, add this.
- A practical example from your own work
- A decision rule that helps the reader choose
- A table that clearly compares variants
- An error that you often see in real projects
- A link to a relevant service page such as Hir Jan Kenis as AI consultant
When does using AI for content make sense?
Using AI for content makes sense when it accelerates research, structure, drafts or checks, but not when it replaces expertise. The best use is AI as an assistant and a human as editor-in-chief.
For marketing teams, this fits within a broader approach around AI in your marketing. If you want to improve prompts and workflows, prompts for SEO and marketing connects with that.