TL;DR
AI can help you write — but can it earn trust? This post explores when and how to disclose AI involvement in your content, why it matters for credibility, and how transparency supports Google’s E-E-A-T principles.
Why This Question Matters Now
In the age of generative content, there’s one question marketers can’t avoid:
“Do we need to tell people this was written with AI?”
Esepcially when, according to a Forbes’ report 55% of audiences are uncomfortable with AI.
As AI becomes a staple of content production, the rules around transparency are still catching up. But your audience are already paying attention. And you, unless you’re a content specialist working on Luddite Times Now, you are using AI to aid you in your content production. (NB if you really aren’t using AI do drop a comment about why below).
Google, E-E-A-T, and the Credibility Question
If you care about search performance — and brand credibility — this is where Google’s E-E-A-T framework comes in.
Experience, Expertise, Authoritativeness, and Trustworthiness — these are the pillars Google uses to assess content quality. (Essentially: Have you worked with or seen what you're writing about? Do you deeply understand the topic — you’re not just repeating what others (or AIs) say? Are you respected, recognised or regarded in this space? And finally — can readers trust you to get it right, cite sources, and avoid BS?)
AI can help generate content, but it cannot demonstrate a lived experience or real-world authority on its own. If you publish AI-generated content without disclosure or editorial refinement, you risk undermining your E-E-A-T signals — and with it, your search visibility and audience trust.
Translation: If you don’t show the human in the loop, you risk the algorithm (and the audience) assuming there isn’t one.
How Involved Was the AI? That Should Shape Your Disclosure
| AI Involvement | Recommended Action |
|---|---|
| AI used for ideation or outlining | ✅ No need to disclose publicly — but keep track internally. |
| AI helped with drafting | ⚠️ Light disclosure helps. A footnote or meta tag can signal transparency. |
| AI wrote the first draft | ✅ Disclose clearly: note AI involvement, but clarify human review. |
| Fully AI-generated, unedited | ❌ High risk. Disclosure isn’t enough — revise or avoid publishing. |
Audiences Can Tell — and They Care
AI content has a feel. Often too clean. Too generic. Missing the friction, nuance, and unexpected nuance that gives human writing its edge.
If readers suspect you’re hiding it — or over-relying on it — you lose more than traffic. You lose trust.
The solution isn’t to hide the AI. It’s to show the human behind it.
How to Be Transparent About AI — Without Undermining Trust
Transparency around AI use isn’t about ticking a compliance box. It’s about building trust — and doing it deliberately.
That doesn’t mean slapping an “AI-generated” label on every blog post or asset. In fact, blanket disclosure without context can do more harm than good — especially if it suggests the content was created without human care.
Instead, aim for intentional transparency:
Explain your process. Let readers know where AI was used (research, outlining, drafting) — and where human oversight shaped the final result.
Clarify human involvement. Reassure your audience that the content wasn’t just “generated” — it was reviewed, fact-checked, and refined by professionals.
Commit to quality, not shortcuts. Position AI as an assistant, not an author. Make clear that you’re using it to enhance thinking, not to bypass it.
Because ultimately, your voice — not just your volume — is what builds connection.
3 Smart Ways to Disclose AI Authorship
1. Footnote It
“This article was created with the help of AI tools and edited by our team.”
Simple, honest, and safe for blog posts, newsletters, or short-form content.
2. Mention It in Context
“We used AI to assist with research and structure — but the insights and voice are human.”
Perfect for thought leadership or editorial work. Adds nuance.
3. Include It in Your About/FAQ/Content Policy
“We use AI tools to support content production, always overseen by experienced human editors.”
Shows professionalism and process — not shortcuts.
Continue Reading:
How to Use AI for Content Marketing
The Ethics of AI in Content