You have probably noticed more content on the internet that reads like it was produced rather than written. Some of it is fine. Most of it is filler assembled from other filler, and you can feel it.
So let me be straight about my own process, because I would rather you judge it knowing how it works.
What is true
Yes, AI is involved. I use it the way I use every other modern tool in this business. It helps me get a draft down, it catches when I have buried the point four paragraphs deep, and it saves me the evening I would otherwise spend fighting a blank page.
Yes, I read and edit every post. Not skim — edit. I cut the parts that are technically true but say nothing. I rewrite the openings, because the opening is the whole game. If a sentence sounds like something a brochure would say, it comes out.
Yes, I could talk at length about any of this. That is the test I hold posts to. If somebody stopped me at a job site and asked about something I published, I should be able to have the whole conversation without notes. If I cannot, the post should not exist.
What is not true
These are not scraped from other blogs. Every post starts with something that actually happened here — a client situation, a number out of my own analytics, a decision I got wrong and had to reverse.
When I wrote about ninety days of Google Ads, that was my card. When I wrote that my best blog post drew nineteen views, I pulled that from my own account and published it knowing it makes me look small. An AI writing generic content would not have produced either post, because both required knowing what actually happened in a specific business.
AI is good at helping me say a thing clearly. It cannot decide what is worth saying. That part requires having done the work, and there is no shortcut to it.
Why I am telling you
Partly because you would figure it out. Anyone publishing this consistently while running a business is using help of some kind, and pretending otherwise is the sort of small dishonesty that makes people wonder what else you are shading.
But mostly because this is the same thing I teach clients to do. I am not selling AI-generated websites. I am showing local business owners how to use modern tooling so they are not helpless every time they need to change a sentence on their own site. It would be strange to teach that and then hide that I use it myself.
What this means for you
If you are a business owner looking at these tools and feeling behind, here is the honest framing.
The tool is not the hard part. It has never been easier to produce competent-sounding text about your industry. Which means competent-sounding text is now worth almost nothing — everyone has it, and customers have learned to skim past it.
What is still scarce is specifics. What you actually charge. What went wrong on a job and how you fixed it. Why you do a thing differently from the shop down the road. Nobody can generate that about your business, because it lives in your head and on your truck.
So use the tools. They are genuinely good, and refusing them on principle mostly means writing less. Just point them at something real. The value was never in the words being hard to produce; it was in you being the only person who knows what happened.
That is the whole method: start with a true thing, use whatever helps you say it clearly, and read it before it goes out. If you want help getting set up to do that for your own business, reach out.