Artificial Intelligence (AI) has made a stunning leap in recent years, moving from futuristic fantasy to a mainstream tool used by writers, marketers, educators, and law firms alike. Generative AI, such as ChatGPT, Claude, and other large language models, can now produce polished, natural-sounding copy in seconds. For content creators, the potential seems limitless: faster writing, better efficiency, and help overcoming the dreaded blank page.
But AI is a tool, not a replacement for human thought. And as a recent, high-profile publishing error reminded us, that distinction matters more than ever.
The Promise of AI in Content Creation
There’s no doubt that AI has a lot to offer. Many professionals already use it to brainstorm topic ideas, draft outlines, or rephrase complex ideas in more conversational terms. It can help overcome writer’s block, suggest subject lines, and quickly spin up multiple content variations tailored to different platforms or audiences.
AI also plays a powerful role in summarizing dense material. Whether parsing a lengthy report or simplifying legal jargon for a general audience, AI can help distill the main points into digestible language, saving time and allowing creators to focus more on messaging and tone.
The real value lies in how AI can accelerate production. For many marketing teams, what once took a day or more—an email campaign draft, a series of blog posts, or even ad copy—can now be done in a fraction of the time. This boost allows team members to spend more energy on strategy, analysis, and client-facing work.
A Sobering Lesson From the Headlines
Yet, even as AI offers these efficiencies, recent news headlines provide a timely reminder of its limits.
In May 2025, both the Chicago Sun-Times and Philadelphia Inquirer published a syndicated summer reading list supplement titled “Heat Index: Your Guide to the Best of Summer.” On the surface, it looked like a typical roundup of must-read books. But readers quickly noticed a problem: many of the books on the list didn’t actually exist.
Titles such as Tidewater Dreams by Isabel Allende and The Last Algorithm by Andy Weir were entirely fictional, generated by AI and never published in real life. The articles had been written by a freelance contributor who reportedly relied heavily on artificial intelligence to create the content. The material was then distributed via King Features to multiple regional papers.
The backlash was swift. Both newspapers removed the lists and issued apologies. King Features cut ties with the writer. But the damage was already done. The incident was labeled by some as a case of “AI slop” or “automated misinformation”—a cautionary tale about what happens when efficiency overtakes editorial responsibility.
Why It Happened—and What It Means
This episode illustrates a core problem with AI-generated content: it can produce text that sounds perfectly plausible, even when it’s entirely fabricated. Large language models are not fact-checkers or researchers. They generate text based on patterns in data, not based on truth or accuracy. When asked to write about books, an AI may generate a list of realistic titles by real authors, but it doesn’t know whether those books actually exist.
This phenomenon, often called “hallucination,” is not uncommon. And when writers or publishers fail to vet AI content thoroughly, the consequences can be embarrassing—or worse.
It’s not just about newspapers. In late 2023, Sports Illustrated was caught publishing articles under fake bylines with AI-generated profile photos. Other outlets have also faced backlash for quietly using AI to produce content without adequate human review.
These are not isolated cases. They are signals that AI use is outpacing the safeguards that should accompany it.
Balancing Innovation With Integrity
So, how do we strike the right balance?
The answer isn’t to avoid AI altogether. Rather, it’s to integrate AI into content workflows thoughtfully and responsibly. Use it for what it’s good at: speeding up first drafts, helping structure outlines, exploring alternative tones, or generating multiple versions of a message for different audiences.
But never assume the work is done once the AI has spoken. Human review remains essential. Every fact must be verified, every quote sourced, every recommendation cross-checked. Legal professionals must be especially mindful: content used to guide or inform carries an even greater responsibility for accuracy.
It’s also wise to maintain transparency in how AI is used. Internally, teams should document which portions of content were generated with AI assistance. Externally, if AI plays a major role in research or drafting, consider disclosing that to your audience.
Guidelines for Responsible AI Use
Here are some key practices to keep in mind when incorporating AI into your content process:
- Use AI to inspire, not to finish. Use ChatGPT and other AI tools to generate topics and provide first drafts, but always rely on human writers to refine, fact-check, and finalize the material
- Avoid outsourcing subject-matter expertise. AI can mimic tone, but it doesn’t understand the nuances of law, ethics, or strategic positioning. Only a human professional can bring that perspective
- Check your sources—and your facts. Never trust AI to accurately reference real-world people, cases, or publications without verification
- Educate your team. Make sure everyone understands both the capabilities and limitations of AI tools. Incorporate AI literacy into your editorial standards
- Protect your brand voice. AI-generated copy can sound generic. Using your firm’s unique style and tone when creating content is essential for building trust, reinforcing your brand identity, and creating a consistent experience across all touchpoints. Whether your tone is warm and approachable, formal and authoritative, or somewhere in between, maintaining that voice ensures your messaging feels familiar and reliable to your audience
The Role of Human Judgment
Ultimately, AI is neither a threat nor a savior. It is a tool that reflects our own inputs, intentions, and oversight. Used well, it can help law firms and marketing teams move faster, explore new ideas, and connect with their audiences more effectively.
But speed should never come at the cost of trust.
The best content is not just informative, it’s accurate, intentional, and aligned with the values of the firm or organization that publishes it. That’s something AI can’t do on its own. It takes human insight, experience, and responsibility to ensure that what we share is not just fast and fluent but also worthy of our clients’ trust.
As we look to the future of content creation, let’s embrace AI’s power while remembering its place: not as the author, but as the assistant. The story—and the responsibility—still belong to us.
Rita Chaires
Director, Integrated Member Services
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
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