HubSpot urges human review of AI-written blog content

Marketers using artificial intelligence to write blog posts should treat it as an aid rather than a substitute for editorial judgment, according to HubSpot Marketing. In a guide to AI-assisted blogging, HubSpot recommends starting with a detailed brief, developing an outline and drafting one section at a time. The resulting text still needs human editing before publication.

HubSpot reports that 80% of marketers use AI in some form for content creation. At the same time, 62.7% of marketers say brands need more distinctive, human-centered content to compete. HubSpot’s research also found that more than half of marketers believe AI has made content production so easy that standing out in a saturated market has become a challenge.

Where AI fits in the workflow

The guide presents AI as useful for organizing material and producing initial drafts, while placing responsibility for the finished article with a human editor. A thorough brief can give the tool direction, and an outline can establish the structure before drafting begins. Working through individual sections gives the writer opportunities to assess the material as the article takes shape.

HubSpot argues that human experience, subject knowledge and editorial discernment are important to producing content with a recognizable voice. Its guide includes a five-step process, review checkpoints and prompt templates intended to help writers use AI without relying on unedited output. The emphasis is on guiding the tool and assessing its work, rather than publishing a generated draft as it stands.

Accuracy and quality remain concerns

HubSpot notes that generative AI can produce incorrect information and points to Google’s advice that AI can assist with research and structure, provided people verify and review the material before publishing. Accuracy is not the only concern: plagiarism, bias and data privacy have also been longstanding issues associated with AI-generated content.

The distinction matters because producing more material does not necessarily resolve the challenge of making it useful or distinctive. HubSpot’s approach calls for writers to add their own expertise and voice during editing, then carry out a final quality review. That includes checking the draft’s factual claims instead of assuming the tool has got them right.

What this means for marketers

Use AI to support planning and drafting, but keep human review in the publishing workflow. Set out the assignment in a detailed brief, assess each section and check the finished article for accuracy, voice and quality before it goes live.