#64 - Original or Artificial? How to Win With Content in the AI Era

Uncomplicated Marketing

From AI Flood to Originality — Jonathan Gillham on Protecting Authentic Content in 2025

In this episode, I sit down with Jonathan — founder and CEO of Originality.ai, co-founder of Motion Invest, and one of the earliest voices warning about generative AI’s impact on publishing — to dig into the evolving battle between authenticity and automation. From building the first-ever paid AI detection tool (launched days before ChatGPT) to spotting the gray zone between ethical and spammy AI content, Jonathan shares what it takes to keep your brand’s voice intact while still working at the speed of modern marketing.

We cover:

• Why Google’s “AI forward” messaging hides a war on mass-produced AI content
• How AI-assisted ≠ AI-authored — and where the detection line gets drawn
• The fatal flaw in copy-paste AI blogs and why they’re tanking site authority
• Why “value beyond words” is the new SEO edge in an AI-saturated world
• What publishers, marketers, and site buyers now demand as proof of authenticity
• How AI hallucinations are already warping book publishing, journalism, and search results

🎯 Key Takeaways:

• AI is a tool, not a replacement — human oversight is non-negotiable
• Mass-produced AI content will eventually tank your rankings
• Adding value beyond text (data, tools, design) is your long-term moat
• Have an internal AI policy — and enforce it with detection and QC systems
• Authenticity is now a competitive advantage you can’t fake

This episode is for marketers balancing speed with substance, publishers guarding brand trust, and business owners who want to win with SEO without sacrificing integrity.

🔗 Connect with Jonathan:
LinkedIn
Originality.ai
Motion Invest

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