AI copy on your website: opportunity, risk and the right way to use it

Is AI-generated website copy allowed?

In general, businesses may use AI tools for website copy. The problem is not the tool itself, but careless use: false promises, copied content, unclear responsibility or entering sensitive customer data without a proper basis. Once the text is on your website, you are responsible for it.

The EU AI Act has been in force since 1 August 2024, with obligations applying in phases. Normal website copy for a small company is usually not a high-risk AI case. Still, transparency, AI literacy and internal control matter: which tools are used, which data may be entered and who approves the final text?

Does Google penalise AI copy?

Google does not automatically reject content because AI helped create it. What matters is whether the content is useful, reliable and written for people. Thin mass-produced pages that repeat keywords without answering real questions can be a problem, no matter how they were written.

For small businesses, AI is useful for drafts, structure and variants. The substance must come from your business: real services, price ranges, process, service area, customer questions, photos, references and clear contact paths.

• good: AI drafts a structure and you add real examples
• risky: many similar SEO pages with no local experience
• good: FAQs based on real customer questions
• risky: unchecked medical, legal or tax claims

What are the main risks for small companies?

The biggest risk is false confidence. AI can sound convincing even when a statement is wrong. Opening hours, prices, qualifications, guarantees, funding or legal claims must be accurate.

Another risk is generic wording. Sentences about “tailored solutions” and “highest quality” rarely help customers. A good website says who you serve, what problem you solve, what the next step is and what it roughly costs. Clear facts beat polished filler.

What about GDPR and confidential information?

Be careful with personal data. Names, phone numbers, email addresses, health data, disputes, internal quotes or customer documents should not simply be pasted into a public AI tool. Depending on the provider, you may need a legal basis, transparency and a data processing agreement.

For website copy, use a data-minimised workflow: no real customer names, no full emails, no internal documents. Use anonymised notes about industry, target group, service, region, tone and frequent questions.

What is a safe workflow for AI website copy?

Separate drafting from approval. First collect facts: services, prices, process, target group, service area and common objections. Then let AI create a structure, headings, meta descriptions or first paragraphs. A person must review every claim for accuracy, tone and risk.

A short pre-publication checklist saves more time than later corrections. AI can accelerate a small 5–10 page website, but final approval remains a human job.

• collect facts before prompting
• use AI for drafts, not automatic publishing
• check every number, promise and legal statement
• remove repetition and add local examples
• review title, description and H1 separately

Which website texts are good candidates for AI?

AI works well for first drafts of service pages, FAQs, blog outlines, headline variants, summaries and clearer wording. It can also support translation when a competent reviewer checks the final text.

It is less suitable for copy where precision is critical: legal advice, medical recommendations, tax guidance, guarantees, privacy texts or contract wording. Use specialist sources for privacy policies, imprint information and cookie notices.

What does professional help with AI copy cost?

Costs depend on whether existing copy only needs polishing or whether strategy, structure, SEO and editing must be built from scratch. A practical middle path often works best: AI speeds up drafts, an experienced person turns them into clear, local and trustworthy website copy.

If you are planning a new website anyway, copy should not be treated as an afterthought. Our subscriptions start at 79 euros per month, Business at 149 euros and Premium at 299 euros. SEO can be added from 69 euros per month.