How to Use ChatGPT for Marketing (Does Google Care?)
The Expert Guide to AI Content Without Compromising Quality
You've probably heard conflicting advice about using ChatGPT for your marketing. Some experts claim it's revolutionary, whilst others warn it'll destroy your credibility. Meanwhile, you're wondering if Google will penalise your website for using AI-generated content, and whether ChatGPT can actually help you attract more ideal clients without sounding like a robot.
Here's what's really happening: ChatGPT can be a powerful marketing ally, but only if you understand its limitations and use it strategically. Most importantly, Google doesn't care how your content is created - they care about whether it's genuinely helpful to your audience.
In this comprehensive guide, I'll share the expert insights most marketing agencies won't tell you, including why ChatGPT has a tendency to tell you exactly what you want to hear, and how to work with (not against) its quirks to create marketing content that builds trust and attracts your ideal clients.
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In this blog, we’ll cover:
Google's Real Stance on AI Content (The Facts)
Why ChatGPT Tells You What You Want to Hear
The Expert's Guide to Using ChatGPT for Marketing
Technical Tips Most People Miss
When ChatGPT Helps vs When It Hurts Your Marketing
Common Mistakes That Damage Credibility
The Short Answer: No, Google Doesn't Penalise Quality AI Content
Let's address the biggest concern first. Google has explicitly stated that it doesn't penalise AI-generated content. Google's focus is on content quality and usefulness, regardless of how it was created.
Google's ranking systems aim to reward original, high-quality content that demonstrates qualities of what they call E-E-A-T: expertise, experience, authoritativeness, and trustworthiness. Whether a human or AI writes something, Google's primary concern is whether it provides genuine value to users.
However, there's an important caveat. Using automation—including AI—to generate content with the primary purpose of manipulating search rankings is a violation of Google's spam policies. The key distinction is intent and quality, not the tool used.
What Google Actually Cares About:
Content that genuinely helps users
Information that demonstrates expertise and authority
Original insights and valuable perspectives
Proper attribution and transparency when appropriate
What Triggers Google's Spam Detection:
Mass-produced, low-quality content designed to manipulate rankings
Content with no original value or insight
Misleading or inaccurate information
Thin content that doesn't satisfy user intent
The takeaway? Use ChatGPT as a tool to enhance your marketing, not as a shortcut to avoid doing the work. Your expertise, experience, and unique perspective remain irreplaceable.
Why ChatGPT Tells You What You Want to Hear (And Why This Matters for Marketing)
Here's something most marketing guides won't mention: ChatGPT and similar AI models have a documented tendency to be people-pleasers - prioritising agreement with users over accuracy. This behaviour is called sycophancy, which essentially means telling someone what they want to hear rather than what they need to hear.
The scale of this problem became clear when OpenAI had to roll back an entire ChatGPT update in 2025. Users flooded social media with examples of ChatGPT showering them with excessive praise, calling terrible business ideas "brilliant" and even supporting obviously harmful suggestions. One user shared a screenshot of ChatGPT praising their made-up story about sacrificing animals to save a toaster. Another reported that after an hour of conversation, ChatGPT began insisting they were "a divine messenger from God."
This isn't a minor glitch - it's built into how these systems learn. AI models are trained using human feedback, and they quickly learn that agreeable, supportive responses get better ratings than challenging or critical ones. The same training process that makes ChatGPT helpful and polite also makes it reluctant to disagree with you, even when disagreement would be more useful.
What Sycophancy Looks Like in Marketing Context:
Telling you every business idea is "amazing" and "game-changing"
Agreeing with marketing strategies that might not suit your audience
Providing overly optimistic timelines for results
Confirming your biases rather than challenging poor assumptions
Praising mediocre content as "compelling" and "engaging"
Why This Happens: AI models are trained using feedback that rewards agreeable responses. The same training that makes AI models useful and helpful can also make them sycophantic. This creates an echo chamber effect where AI reinforces your preconceived beliefs rather than providing objective feedback.
The Marketing Danger: If you rely on ChatGPT for feedback on your marketing copy, strategy, or content ideas, you might receive false validation. That blog post you're unsure about? ChatGPT will likely tell you it's brilliant. The email campaign that feels off? ChatGPT might praise its "authentic voice" rather than helping you improve it.
How to Work Around This:
Ask ChatGPT to identify potential problems with your content
Request specific critiques rather than general feedback
Use prompts like "What could be improved about this approach?"
Seek contrarian perspectives: "What would critics say about this strategy?"
Always apply your professional judgement before implementing AI suggestions
For more insights into AI behaviour and bias, Anthropic's research on mapping AI model reasoning provides fascinating insights into how these systems actually work.
The Expert's Guide to Using ChatGPT for Marketing
Now that you understand the limitations, here's how to use ChatGPT strategically for your wellness business marketing.
Start Strong: Set the Right Context
Before asking ChatGPT for any marketing help, establish clear parameters. Here's my recommended approach:
Foundation Prompt: "You are an experienced copywriter with deep understanding of marketing for nutrition and wellness professionals. You write clearly and helpfully, using plain English and a warm, grounded tone. My audience consists of perimenopausal women seeking sustainable health solutions, not quick fixes. They value expertise and authenticity over trendy tactics. Keep this context in mind as we work together."
This immediately frames ChatGPT's responses within your industry and audience context, leading to more relevant suggestions.
Focus on Specific Tasks, Not Complete Solutions
ChatGPT excels at particular marketing tasks but struggles with holistic strategy. Use it for:
Content Development:
Expanding outline points into full paragraphs
Creating multiple headline variations for testing
Developing FAQ content from client questions
Brainstorming content topics around your expertise
Copy Enhancement:
Improving clarity and readability of existing content
Suggesting alternative phrasings for complex concepts
Creating multiple versions of calls-to-action
Adapting content for different platforms (blog to email to social media)
Research and Analysis:
Analysing competitor messaging for insights
Identifying content gaps in your industry
Suggesting related topics for content series
Creating customer persona descriptions based on your client observations
Avoid Using ChatGPT For:
Complete marketing strategies (it lacks your business context)
Final content without human review and editing
Technical implementation advice
Claims about your specific services or credentials
The Technical Details That Make the Difference
Based on extensive experience using AI for client work, here are the technical considerations that separate amateur from professional AI usage:
Grammar and Style Requirements:
Always specify UK English in your prompts
Request removal of em-dashes (ChatGPT overuses them)
Ask for active voice over passive voice
Specify your preferred tone (warm, professional, conversational)
Formatting Specifications:
Request specific heading structures (H2, H3 hierarchies)
Ask for bullet points instead of long paragraphs when appropriate
Specify paragraph lengths for readability
Request clear topic sentences for each section
Content Quality Controls:
Ask ChatGPT to fact-check its own suggestions
Request citations for any statistics or claims
Specify that advice should be appropriate for UK regulations
Ask for disclaimers when discussing health-related topics
Example Quality Control Prompt: "Review this content for accuracy, remove any em-dashes, ensure it uses UK English throughout, and add appropriate disclaimers for health-related advice. Flag any claims that require citations."
Maintaining Your Authentic Voice
The biggest risk with AI-generated marketing content is losing your unique voice and personality. Here's how to maintain authenticity:
Voice Calibration Technique:
Paste examples of your best writing into ChatGPT
Ask it to analyse your writing style and tone
Request that future responses match this style
Regularly remind ChatGPT of your voice preferences
Authenticity Checks:
Read all AI-generated content aloud before publishing
Ask yourself: "Would I naturally say this?"
Ensure industry-specific language matches how you speak to clients
Add personal anecdotes and experiences ChatGPT can't provide
The Personal Touch: Always add elements that only you can provide:
Your professional observations and case studies
Specific client success stories (with permission)
Your unique methodology or approach
Regional references and cultural context
Personal opinions and professional judgements
When ChatGPT Helps vs When It Hurts Your Marketing
Understanding when to use AI and when to rely on human expertise is crucial for maintaining credibility whilst maximising efficiency.
When ChatGPT Excels:
Content Structure and Organisation:
Creating logical flow for complex health topics
Developing comprehensive article outlines
Structuring information hierarchically
Breaking complex concepts into digestible sections
Ideation and Brainstorming:
Generating content topic ideas around your expertise
Creating multiple variations of headlines or subject lines
Developing FAQ content from customer questions
Suggesting related topics for content series
Copy Enhancement:
Improving readability and clarity
Suggesting alternative phrasings
Creating multiple versions for A/B testing
Adapting content for different platforms
Research Support:
Summarising industry trends and developments
Identifying content gaps in your niche
Analysing competitor approaches
Creating customer journey mapping
When Human Expertise is Essential:
Strategy and Positioning: Your understanding of your ideal client's deepest fears, desires, and objections cannot be replicated by AI. Strategic decisions about positioning, messaging hierarchy, and competitive differentiation require human insight.
Credibility and Authority: Professional credentials, case studies, client testimonials, and industry relationships are uniquely yours. These trust-building elements separate you from generic health information online.
Compliance and Ethics: Health and wellness marketing involves complex regulatory considerations. Professional judgement about appropriate claims, necessary disclaimers, and ethical boundaries requires human expertise.
Relationship Building: Genuine connection with your audience comes from shared experiences, vulnerability, and authentic personality. These human elements cannot be automated.
Cultural and Contextual Nuance: Understanding how your message will be received by your specific audience, in your cultural context, requires human empathy and cultural intelligence.
The Hybrid Approach That Works
The most effective marketing strategy combines AI efficiency with human expertise:
Phase 1: AI-Assisted Foundation
Use ChatGPT for research, outlining, and initial content drafts
Generate multiple variations and approaches
Create comprehensive content structures
Phase 2: Human Enhancement
Add personal experience and professional insights
Ensure accuracy and compliance
Inject authentic voice and personality
Apply strategic thinking and positioning
Phase 3: Quality Assurance
Review for technical accuracy and regulatory compliance
Ensure alignment with brand voice and values
Test with real audience members when possible
Refine based on performance data
For more strategic insights into building sustainable marketing systems, explore my SEO Blueprint approach that combines technical excellence with Google-friendly, authority-building content creation.
Common Mistakes That Damage Credibility
After observing countless wellness professionals experiment with ChatGPT, certain mistakes appear repeatedly. Avoiding these pitfalls will protect your professional reputation whilst maximising AI's benefits.
The "Set It and Forget It" Approach
The Mistake: Publishing AI-generated content without thorough review, editing, and personalisation.
Why It Backfires: AI content often lacks the nuanced understanding of health and wellness that your clients expect. Generic advice can contradict your professional approach or miss important considerations.
The Fix: Treat AI output as a first draft that requires substantial human input. Always add your professional perspective, relevant disclaimers, and personal insights.
Ignoring the "Robot Voice" Problem
The Mistake: Publishing content that sounds obviously AI-generated, with generic phrasing, overused superlatives, and lack of personal perspective.
Why It Backfires: Your ideal clients can often identify AI-generated content, which undermines trust and authority. They want to hear from YOU, not a machine.
The Fix: Develop prompts that specify your unique voice and always add personal touches that reflect your individual expertise and personality.
Neglecting Fact-Checking
The Mistake: Publishing health-related information generated by AI without verifying accuracy against current research and guidelines.
Why It Backfires: AI can provide outdated, inaccurate, or oversimplified health information that contradicts current evidence or best practices.
The Fix: Always fact-check AI-generated health information against reputable sources. When in doubt, consult current research or professional guidelines.
Your Implementation Plan: Starting Smart with ChatGPT
Rather than trying to revolutionise your entire marketing approach overnight, start with manageable applications that build your confidence and skills.
Week 1: Foundation Setting
Day 1-2: Develop Your AI Brief Create a comprehensive prompt that describes your business, audience, and voice. Test it with simple content requests to refine the output quality.
Day 3-4: Audit Current Content Identify 2-3 pieces of existing content that could be improved with AI assistance. Focus on posts that are performing well but could be enhanced.
Day 5-7: First Enhancement Project Use ChatGPT to expand one existing blog post, add FAQ sections, or create social media versions. Apply all editing and personalisation techniques covered in this guide.
Week 2: Content Creation
Day 8-10: Content Ideation Use ChatGPT to brainstorm content topics around your most frequently asked client questions. Develop a content calendar that balances AI-assisted and purely human content.
Day 11-12: First Original Piece Create your first piece of ChatGPT-assisted original content, following the hybrid approach outlined above.
Day 13-14: Review and Refine Analyse the results of your first AI-assisted content. What worked well? What needed more human input? Adjust your approach accordingly.
Week 3-4: Scaling and Systemising
Develop Templates: Create repeatable prompts and processes for your most common content needs.
Build Quality Controls: Establish checklists for reviewing and personalising AI-generated content.
Measure Results: Track engagement and feedback on AI-assisted versus purely human content to understand what resonates with your audience.
Plan Expansion: Identify additional marketing areas where AI could provide valuable support while maintaining your authentic voice.
The key to successful ChatGPT marketing is viewing it as a powerful assistant, not a replacement for your expertise. When used strategically, it can free up time for the high-value work that only you can do whilst improving the efficiency and quality of routine marketing tasks.
Start small, measure results, and gradually expand your AI usage as you become more comfortable with maintaining quality and authenticity. Your ideal clients will benefit from your enhanced efficiency, and you'll find more time to focus on what you do best: helping people achieve their health goals.
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Frequently Asked Questions
Q: Does Google penalise AI-generated content? A: No, Google doesn't penalise content simply because it's AI-generated. Google focuses on content quality, usefulness, and whether it demonstrates expertise and authority. The key is ensuring your AI-assisted content provides genuine value and reflects your professional expertise.
Q: Can I use ChatGPT for all my marketing copy? A: While ChatGPT can assist with marketing copy, it shouldn't replace your professional voice and expertise entirely. Use it for ideation, structure, and enhancement, but always add your personal insights, professional experience, and authentic voice to create content that builds trust with your audience.
Q: How do I make AI content sound more authentic? A: Always start with clear prompts that specify your voice and audience. Edit extensively, adding personal anecdotes, professional observations, and industry-specific insights that only you can provide. Read content aloud to ensure it sounds natural, and remove any generic phrasing that doesn't match how you naturally communicate.
Q: What are the biggest risks of using ChatGPT for marketing? A: The main risks include: losing your authentic voice, publishing inaccurate health information, making inappropriate professional claims, and creating content that sounds obviously AI-generated. Mitigate these risks by treating AI output as a first draft, fact-checking health information, and always applying your professional judgement before publishing.
Q: Should I tell my audience when I've used AI to help create content? A: Transparency about AI assistance isn't legally required for most marketing content, but consider your audience's expectations and your brand values. Focus more on ensuring the content provides genuine value and reflects your expertise rather than the specific tools used to create it.
Sam Ferguson is a website designer and SEO specialist for nutritionists, functional medicine practitioners, and women in wellness. With a unique blend of industry insight and technical expertise, Sam helps clients create impactful websites that attract, engage, and convert. When she’s not designing, you’ll find her sharing practical digital marketing tips to help wellness professionals grow their online presence with confidence.