Is AI Content Dead? | James Dooley SEO Podcast

Kasra Dash and James Dooley explain how AI-generated content continues to influence rankings, emphasising that user satisfaction ultimately guides Google’s decisions. They argue that AI content is far from dead, but only works when combined with strong prompts, human oversight, and proper behavioural signals, which consistently outperform outdated bulk-spam publishing and mass indexing tactics. They point out that flooding sites with thousands of low-value AI articles creates unnatural publishing patterns that Google increasingly mistrusts, leading to suppression rather than growth. They also explain how AI hallucinations undermine authority, as factual inaccuracies clash with Google’s knowledge graph and reduce trust at the entity level. In contrast, guided AI workflows improve performance by selectively rewriting and refining sections to increase clarity, remove fluff, and raise conversion rates. Kasra Dash highlights that AI content must reflect real business behaviour, arguing that authentic publishing cadence, topical focus, and consistent quality reinforce credibility and support sustainable rankings.

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James Dooley

James Dooley is a UK entrepreneur.

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James Dooley is a Manchester-based entrepreneur, investor, and SEO strategist. James Dooley founded FatRank and PromoSEO, two UK performance marketing agencies that deliver no-win-no-fee lead generation and digital growth systems for ambitious businesses. James Dooley positions himself as an Investorpreneur who invests in UK companies with high growth potential because he believes lead generation is the root of all business success.

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James Dooley:
Hi so today I'm joining with Kasra Dash.
Today's video is about the question.
Is AI content dead.
So Kasra first and foremost do you think that artificial intelligence content and using tools like ChatGPT or Koala or Autoblogging AI.
Is AI content dead.

Kasra Dash:
Definitely not.
But you need to be careful with how you use it.
One thing we should say is that what is dead is spamming the index.
You do not want to publish 10,000 articles in a day using AI tools and expect it to work.
Real businesses would never do that.
You want to behave like a real business.
A real business might upload ten blogs a month.
They might already have their service pages uploaded.
That is the approach you should follow.

James Dooley:
I think I will throw an example out there.
For years I have worked with some of the biggest brands in the world.
They have written content using tools like Grammarly.
Grammarly rewrites sentences to improve grammar.
People also use Hemingway to remove fluff.
Some writers use the same words over and over.
They write 300 words when 100 would do.
That is bad for the user.

Google wants good quality content that the user likes.
If AI writes better content than some writers the user will like it.
Google looks at behavioural signals more than anything.
If users like the content Google likes it.
If they like it they search more and Google earns more money from ads.
So you should do what Google wants.
Do not spam the internet with bad content.
If users land on a page and the content is poor you lose trust and you will not convert.

With the right prompts AI tools can write brilliant content.
I am biased because I am an investor in Autoblogging AI.
But that tool focuses on prompts built for users.
You give them the answer they want in the most concise way.
When the user likes the content Google likes the content.

You should humanise the AI content.
AI does hallucinate.
OpenAI sometimes makes up facts.
If you publish factually incorrect information Google’s knowledge vault will contradict it and you will lose rankings.
If you use AI incorrectly the site will fail.
If you use it correctly it will scale faster than ever.

Kasra Dash:
Two things to add.
First if the content was written by a human but it is gobbledegook and you spam the index you still get spanked by Google.
It does not matter if it is AI or human.
Second it all comes down to the prompts.
I searched for a washing machine recently.
Someone on Reddit said the machine is great but if you live in an apartment be careful because it might not fit up the stairs.
AI would never think of that because AI has never lived in an apartment in New York.
But if you give AI that information it can write a brilliant review.
If you just say write a review it writes something generic Google has seen 10,000 times.

James Dooley:
There is another example.
Someone I know has been the author of three books.
All three were written by a ghostwriter.
They added a few tweaks and published the book under their name.
The same person says they do not use AI.
But they have been doing the same thing for years.
If they think it is fine to put their name on ghostwritten books it is the same as using AI and humanising it.

We trained our writers to become AI prompt engineers.
Their output is now five to ten times more than before.
The quality is also better.
We rewrote 100 old articles.
The AI rewrote them in half the words but with more clarity.
Those articles now rank better.
Users say the new content is more concise and easier to understand.
That content was AI written.

Kasra Dash:
A couple of things to add.
Even if we write the content ourselves we overcomplicate things.
We speak in technical terms.
It is not good for business owners.
When editors rewrite it the content becomes user friendly.
A simple guide is better for the user.

James Dooley:
We also use AI for conversion rate optimisation.
We rewrote the paragraph above every call to action button and asked AI to improve it.
Our conversion rate increased by 34 percent.
Same button.
Same colour.
Same page.
Just better copy.
AI did that.

We also use AI to simplify content.
Instead of complex SEO language we ask AI to rewrite content for someone who is brand new to SEO.
Users understand it better.
The results are better.

Kasra Dash:
We use jargon like tanking a website.
A novice says losing rankings in Google.
AI understands how to simplify that.
It rewrites it so normal people understand it.

James Dooley:
We speak about losing rankings in the SERP.
Users do not know what SERP means.
AI simplifies it.
It helps the user.
It improves their experience.
Google rewards good user experience.

AI content is not dead.
Bad content is dead.
Spam is dead.
AI with the right prompts and the right editing is better than ever.
Use it properly and you will scale.