We tried the AI that writes. Here is where it belongs on a business website.

Two weeks ago a research lab released a chatbot, and this week it has written, by our count, roughly half of the LinkedIn posts we have seen. We put it to work on real tasks for a week — drafts, rewrites, product descriptions, the boring bits — to find out what it is for. Short version: a fast, tireless, occasionally wrong junior. Useful in exactly that role.

What it is good at

• First drafts of things nobody wants to write. Forty product descriptions from a spreadsheet. Ten variations of a headline to react against. A privacy page you will then read line by line.
• Unsticking. Staring at a blank page for a service description? Ask it for five bad versions. The fourth one has the sentence you needed.
• Summarising. A long client email, a rambling brief, a 30-page report — down to the five points that matter.
• Plain-language passes. "Rewrite this so a customer understands it" is a genuinely good use.

What it is bad at

• Facts. It will invent an opening time, a price, a certification and a founding year with total confidence. Every fact it writes has to be checked by someone who knows the truth.
• Your voice. Left alone, everything it writes sounds like everything else it writes: smooth, balanced, hedged, forgettable. The web is about to fill with that. Sounding like a person is about to become a competitive advantage.
• Knowing what matters. It will happily write 800 words about your "passion for quality". It does not know that your customers only care whether you are open on Saturday.
• Judgement. It cannot tell a good idea from a plausible one. That is the whole job.

Our rule

It drafts. A person decides. Nothing it writes goes onto a client site without someone who knows the business reading every sentence, fixing the facts and putting the voice back. Where that happens, it saves hours. Where it is skipped, you get a site that reads like a press release from nowhere.

What we expect to happen

A flood. Every page-builder and marketing tool will bolt this on by spring, and thousands of sites will get filled with fluent nothing. Search engines will have to get better at telling the difference between a page that says something and a page that merely says a lot. So will readers. Both will reward the same thing they always did: specific, honest, human.

We will use it every day and we will not let it write your homepage. That is not fear of the machine. It is knowing what a homepage is for.