As website design and copywriting continue to evolve, many business owners are exploring AI-generated content, and more recently, the concept of a fully AI-created and designed website. There are some significant reservations about what this means for a business. While using AI does not necessarily need to be avoided entirely, it is imperative to understand and evaluate the potential risks associated with its use in design and content.
What is an AI-generated website?
An AI-generated website is crafted, designed, and populated with content created using artificial intelligence algorithms. These websites can be built in just minutes with minimal human input through a prompting process completed by the business owner.
Traditional website creation methods, such as selecting a template or manually coding, have been replaced by tools that automatically generate entire websites. Although this approach is very efficient, it also introduces considerable risks.
Copyright ownership and protecting your website content
Artificial intelligence can significantly contribute to content creation and website design when used as a supporting tool rather than the primary source of ideas and work product. Using AI as a second set of eyes can be very helpful, but it’s important to be aware of some risks, too.
If AI is used without human review, exposure could potentially lead to copyright disputes and other legal issues. Here are three scenarios explained in an article by the firm Kelley Kronenberg, Attorneys at Law:
- Fully AI-generated content: Your AI system creates entire blog posts, social media content, or advertising copy with no human editing. This content likely receives no copyright protection, leaving it in the public domain for anyone to use.
- AI-assisted content: Your team starts with AI-generated drafts but significantly edits, revises, and adds human creativity. This hybrid approach may qualify for copyright protection, but the scope of protection remains unclear.
- AI-enhanced content: Your writers create original content and use AI tools for minor editing or optimization. This scenario typically maintains full copyright protection.
Lack of clear copyright ownership leaves a business at risk of not fully controlling, protecting, or even monetizing its content, thereby impacting the value of its intellectual property. Some businesses are documenting how their content is created to secure authorship and preserve their rights in the event of a dispute.
What are AI hallucinations?
“Generative AI tools also carry the potential for otherwise misleading outputs. AI tools like ChatGPT, Copilot, and Gemini have been found to provide users with fabricated data that appears authentic. These inaccuracies are so common that they’ve earned their own moniker; we refer to them as “hallucinations” (Generative AI Working Group, n.d.).” (MIT Sloan Teaching & Learning Technologies)
AI hallucinations happen when an AI system, especially a large language model (LLM), generates information that sounds correct but is factually inaccurate, misleading, or entirely fabricated. The term ‘hallucination’ might sound strange, since hallucinations are something we associate with people, not machines. But this metaphor makes sense. Just like a person might see or hear something that isn’t really there, AI can generate outputs that seem perfectly logical on the surface, but are completely disconnected from reality. (ThoughtSpot.com)
Hallucination-based content may contain incorrect product claims and inaccurate details, especially in fields that demand high precision, such as the legal, financial, and medical sectors, as well as in documents and websites. The AI tool generates responses based on queries but lacks fact-checking capabilities.
‘So, if you ask for words, you’ll get words. But that doesn’t mean they’ll be right.’ (ThoughtSpot.com)
Creating guidelines and best practices for using AI tools in your business
Artificial intelligence is now a familiar tool used by many professionals, offering new and exciting possibilities. It’s important to be aware that it can also pack a wallop of risks if misused or misunderstood.
Support your marketing team, both internal and external, with guidelines and policies for the effective use of AI. Mandate, yes, mandate human review of all generated content and create an open forum for discussion. Non-negotiable polices for the use of AI-generated content and website creation should be reviewed by your management team in conjunction with legal counsel.
Using artificial intelligence wisely can enhance your creative process. Professional copywriters, designers, SEO and social media experts, and website developers are skilled at delivering the marketing materials needed to promote your business successfully.
At The Virtual Copywriter, we assist professionals, start-ups, and businesses with human copywriting and expressive writing services. Let’s schedule a time to talk about your content and website design goals.
resources: ThoughtSpot.com, MIT Sloan Teaching & Learning Technologies, Kelley Kronenberg, Attorneys at Law
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