Let's address the not-so-surprising truth: AI is now behind the majority of new content on the internet.
Ahrefs recently analyzed 900,000 newly published pages and found that over 74% had AI fingerprints all over them. Sure, the study doubled as a soft launch for their new AI content detector. But promotional or not, the insights are hard to ignore.
That means roughly 3 out of every 4 pages you see online are generated or assisted by tools like ChatGPT, Claude, or Gemini.
The remaining 26%? Pure human effort. Probably sleep-deprived, coffee-fueled, keyword-juggling labor.
I've been watching this trend closely. Not just as a marketer, but as someone who's knee-deep in this world every day.
At 99signals, I write about AI tools. I test them. I review them. And yes, I use them. So I'm not here to clutch pearls or join the "AI will replace us" choir.
But I do think we need to talk honestly about what this shift means for content marketers, SEOs, and bloggers trying to stand out.
The AI Content Flood: How Did We Get Here?
The Ahrefs study breaks it down clearly: the tools are just too convenient. AI has seeped into everything: Google Docs, Gmail, Notion, WordPress, LinkedIn. Heck, even Canva has an AI copy assistant now.
Marketers love shortcuts. I say this as one.
So when tools like ChatGPT started pumping out decent-sounding content in seconds, it was inevitable that content velocity would shoot through the roof.
The result? A deluge of AI-generated blog posts, product descriptions, landing page copy, cold emails, LinkedIn posts, and ad scripts. All optimized (sort of), formatted (barely), and published (definitely).
Image Source: Ahrefs
But More Content Doesn't Equal More Clicks
Here's where the real trap lies: Just because AI helps you crank out more content doesn't mean that content is going to perform.
Too many marketers still think, "If I publish 10x more, I'll get 10x the traffic."
But that's not how this works. Google is still prioritizing helpful, original, experience-rich content. Your audience still wants something insightful, personal, or at least not completely sterile.
So while AI might be a great engine for drafting content fast, it's not a cheat code for visibility.
If you're using AI to flood your blog with keyword-stuffed filler and hoping it'll rank on autopilot, you're setting yourself up for disappointment.
What Does This Mean for Human Content Creators?
Here's my take: we're at a crossroads.
Content marketers have 3 options right now:
- Ignore AI – Good luck with that.
- Over-rely on AI – Churn out keyword-stuffed, mid-tier content that no one reads.
- Partner with AI – Use it as a productivity tool, not a replacement for creativity.
The third path is the only one that makes sense.
I use AI every day. It helps me brainstorm blog titles, rewrite intros, paraphrase rough drafts, repurpose long-form content into social posts, and even break writer's block when I'm staring at a blank Google Doc. But I never publish AI-generated content without rewriting and injecting personal insights.
Because that's the one thing AI still can't do: give a damn.
AI doesn't know what your audience is struggling with. It doesn't have experience building a business, running campaigns, or failing at something and learning from it. And it definitely doesn't have your voice, your sarcasm, or your lived expertise.
Why AI-Generated Content Is (Mostly) Easy to Spot
Even when AI gets better at writing fluently, the content often lacks soul. Here's what I mean:
- No storytelling
- No original perspective
- No nuance
- No empathy
- No risk-taking
It reads like someone Googled 10 articles and mashed them into one. Because that's exactly what the model is doing.
And don't get me started on the intros. If I see one more blog post that starts with "In today's fast-paced digital world…," I'll mentally check out before the first H2 even lands.
AI can help you write, but only you can make it worth reading.
The SEO Angle: Is AI Content Good or Bad for Rankings?
Let's not pretend Google isn't watching. It is.
While Google has softened its stance on AI-generated content (they now say "helpful content" matters more than "how it was created"), there's still a quality bar. And trust me, if you're pumping out dozens of AI-written blog posts a week with zero editing, you're not going to beat your competitors. You're going to blend into the noise.
Smart marketers are doing this instead:
- Using AI for outlines and first drafts
- Infusing content with personal stories, case studies, or contrarian takes
- Optimizing with tools like Semrush ContentShake AI or NeuronWriter, but not letting them dictate everything
- Auditing content regularly to update and improve what's already ranking
This hybrid model of AI-assisted, human-edited content isn't just the safest bet. It's also the most effective long-term.
So… Should You Be Worried?
If you're a decent writer, a thoughtful creator, or someone who actually cares about your readers, you're going to be fine.
The internet may be flooded with AI junk, but people still crave trust. They want real voices. Real opinions. Real stories. That's what builds connection and conversion.
The opportunity now is to rise above the noise. Don't compete with AI on speed. Compete on depth. On perspective. On usefulness.
Because here's the thing: AI might be flooding the internet with content. But you get to decide whether your content rises, or drowns with the rest.
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