Can AI text help my Craft CMS website's performance?

Language models (like ChatGPT or Claude) work by outputting the most probable next bit of text, based on their huge amount of training data.

So if the copy it produces is the next obvious bit of copy. Is it useful?

I'd say that it's unlikely to be impactful for marketing purposes, unless your current content is awful and your competitors aren't trying.

So I would say you should never sit down and think "Ok, I need to create 5 new landing pages - off you go!" and use what it spits out. It will be at best generic, but maybe even harmful.

One angle I often bring up is, why would an AI reference your content if it wrote it itself? It can just re-write it.

And I think it's always worth keeping in mind that Google doesn't really want to promote the most optimised content or the site with the most content, it wants to give the reader what they guage to be the most useful content. Is content made by an LLM truly useful, or is it just content?

But where can it be useful?

As a copywriting partner

Where it can be useful is when you use it as a glorified spell checker. Write your content first, understand your audience and then use an AI to hone it.

I like to use AI as a partner rather than an originator. I ask it things like "Would a {audience type} understand what I'm saying here?". Often its responses are designed to appease me and make me feel good, rather than inform me, so I take it with a pinch of salt but just the act of talking it out can be useful.

My developer colleagues call this "rubber ducking"; sometimes just talking out the problem (to a rubber duck, or in 2026 terms... an AI) can help you solve the problem yourself.

We've built lots of AI tools into Craft CMS here at Mutual but our guiding principle is that it can inspire improvement to content and maybe a few content ideas, but never writing actual copy.

In short: use it as an editing tool, not an authorship tool, if you're wanting results.

Metadata at scale

One place it can be very useful is doing housekeeping that can often be neglected. Say for example you have 80 pages, but none of them have unique meta descriptions that capture the page well.

A good use of AI would be to run through each of these and update them to have relevant meta content.

Auditing what exists

Building on the copy partner approach, you can also use it to audit what already exists and improve it for both human and robot readers.

For example you could take a very dense page, and extract it into easier to understand FAQs or produce a "AI Overview" at the top of a blog post summarising the contents.

It can also be good to have an AI go through each of your pages and identify which pages are repeating and competing, which are condradicting, and which have no clear purpose. AIs are probably better at this than humans because they don't get bored - and this is one boring task! But doing this can help towards on-site optimisation.

Multi-lingual

AIs are also particularly good at translating content (they are language models, after all). I am doubtful that they're as good as a human translator, but they are miles ahead of the Google Translate of yesteryear.

If using AI lets you reach more users in different countries, then yes I think this could help with your performance. I would just always recommend having a native speaker read it first, because you don't want anything embarrasing in it!

How this links with Craft CMS

All of this advice works whether you're using Wordpress, Craft CMS, or any web tool, really.

If you came to this post looking for a Craft CMS plugin that wrote content for you, I would strongly recommend against that. That's just bulking up, it's not getting stronger.

But know that Craft CMS is an incredibly flexible tool and you should be able to do pretty much any AI-based workflow with it. Our Mutual One marketing platform has plenty, such as AI alt text generation, a CMS chatbot to help you navigate and make sense of content, and an AI-powered content idea generation board (never the content itself!).