As firms increasingly embrace generative AI tools, many are facing a formidable reality. These tools can create severe problems without proper supervision or expertise. From malfunctioning websites to ineffective marketing content, the hidden consequences of AI errors are piling up. It often needs professionals to step in and fix the damage.
AI Delivers Mediocrity Without Oversight
Sarah Skidd, a product marketing manager and freelance writer, was brought in to overhaul website copy created by an AI tool for a hospitality company, as reported by the BBC.
Instead of saving time and money as the client had desired, the AI-generated content needed 20 hours of paid rewrites.
Skidd informed the BBC:
“[The copy] was supposed to sell and intrigue but instead it was very vanilla.”
And her experience isn’t unique. Skidd reported that other writers have encountered the same challenges—one even said that 90% of their workload now revolves around fixing AI-written content that misses the mark.
But the issue goes beyond just lackluster writing. An analysis by researchers Anders Humlum and Emilie Vestergaard found that actual productivity improvements from AI chatbots fall well short of expectations.
While controlled experiments indicate earnings of over 15%, real-world users report an average time savings of just 2.8%—a stark distinction to the hype.
Cutting Corners with AI Can Backfire
The risks of over-relying on AI go far beyond dull content. Sophie Warner, co-owner of the UK-based digital agency Create Designs, has observed a growing number of clients encountering preventable problems after depending on tools like ChatGPT for immediate solutions.
Warner tells the BBC:
“Now they are going to ChatGPT first,”
This is how trouble starts.
In one instance, a client used AI-generated code to revamp an event page, only for it to crash the entire website. The outcome? Three days of downtime and a $485 repair bill.
Even larger clients face similar challenges, but Warner reports that many are hesitant to accept AI as a role—making it more difficult and pricey to troubleshoot the problem.
She added:
“The process of correcting these mistakes takes much longer than if professionals had been consulted from the beginning.”
Training and Infrastructure Matter More Than the Tools Themselves
According to a Danish study by researchers Humlum and Vestergaard, companies that invest in AI training and set internal usage policies tend to achieve slightly better results.
Employees who received employer support notified time savings of approximately 3.6% of their work hours in contrast to only 2.2% for those left to steer AI tools on their own.
Nevertheless, even with training, the wider influence remains minimal. The research found no meaningful improvements in salaries, working hours, or job satisfaction for 97% of AI users surveyed.
As Prof. Feng Li, associate dean for research and innovation at Bayes Business School, demonstrated to the BBC:
“Human oversight is essential. Poor implementation can lead to reputational damage, unexpected costs—and even significant liabilities.”
The Gap Between AI Speed and Human Quality Standards
Kashish Barot, a copywriter from Gujarat, India, informed BBC that much of her work now involves refining AI-generated content for U.S.-based customers.
She believes many people undervalue the effort needed to produce truly influential writing.
Barot states:
“AI really makes everyone think it’s a few minutes’ work. However, good copyediting, like writing, takes time because you need to think and not just curate like AI.”
The study supports her opinion. Although marketers and software developers report slightly better time savings with employer-backed AI use, professionals like teachers and accountants see little to no progress.
AI tools may accelerate some tasks, but providing content that aligns with brand voice and resonates with audiences still needs necessary human input.
Final Thought!
The main lesson for companies? AI isn’t a magic fix for quality. Without the proper training, clear approach, and solid support, even the best AI tools can miss the mark. A lot of companies forget that AI is only as useful as the people using it, rather than the technology. If your team isn’t qualified to work with it properly, the results won’t be great.
Although rapid adoption may provide short-term efficiency, it often results in bigger and more costly setbacks. From buggy code and off-brand messaging to content that lacks depth or context, fixing those mistakes usually costs more than doing it right the first time. Hence, the lesson is simple: AI can be an effective asset but only when guided by human expertise.
At RevoluteX Digital, we seek to make sure businesses use AI in a smart and effective way. Our seasoned team integrates technology with real human experience to get better results without the mess. Contact us today for more details!
Jason
We are an Affordable Digital Marketing Agency in Shawnee with budget-friendly solutions to amplify your brand. Elevate your business without compromising quality or cost.