AI Content vs Human Content: What Accountants Need to Know
The Allure and Pitfalls of AI-Generated Content
In the fast-evolving world of artificial intelligence, the temptation to automate every aspect of business is strong – and content creation is no exception. For accountants who are time-poor but still want to maintain a regular stream of communication with clients, AI-generated content might seem like the silver bullet.
However, while the allure of quick and easy content creation is tempting, it’s essential to consider the potential pitfalls. AI-generated content often lacks the nuance and expertise that human-written content provides. This can lead to issues with accuracy, relevance, and overall quality, which are critical factors for effective communication in the accounting field.
Google’s Stance on AI-Generated Content
In January 2025, Google updated its Search Quality Rater Guidelines, instructing human reviewers to assign the lowest possible quality rating to content primarily created using generative AI tools, especially when it’s mass-produced or lacks originality.
Google’s position is clear: content that does not demonstrate originality, expertise, and a clear human touch is no longer considered valuable. This update is crucial for accountants and firms that rely on blogs, newsletters, and web content to attract and educate clients. It emphasises the importance of human oversight and expertise in content creation.
The Risks of Relying on AI for Content Creation
While AI-generated content might save time, it comes with significant risks, especially for accountants:
- Search Engine Rankings May Suffer: If Google detects your content is AI-generated and not meaningfully reviewed or enhanced by a human, it may not show up in search results – or worse, be penalised. This is a significant issue if you’re relying on content marketing to generate new leads.
- Your Reputation and Credibility Are on the Line: Clients look to you for clear, accurate, and trustworthy advice. AI can regurgitate information from across the internet, but it doesn’t always understand nuance, local regulations, or accounting best practices. Errors in AI-generated articles can quickly undermine client trust.
- Compliance and Ethical Concerns: Accounting firms have a duty to ensure the information they provide is accurate and complies with ethical and regulatory guidelines. AI tools aren’t trained on your firm’s ethical code or jurisdictional requirements. Without human oversight, there’s a higher risk of publishing non-compliant content.
Why Human Expertise Matters in Accounting Content
Human expertise is irreplaceable when it comes to creating accounting content. Professionals with years of experience and deep understanding of the field can offer insights and nuances that AI simply cannot replicate. This expertise ensures that the content is not only accurate but also relevant and valuable to the audience.
Human-written content reflects the thought, care, and understanding of the audience, which is essential for building trust and credibility with clients. This is particularly important in the accounting field, where precision and reliability are paramount.
BOMA: Combining Human Expertise with Intelligent Tools
BOMA provides a massive library of human-written, accountant-specific content created by topic experts with years of experience in compliance, advisory, and business best practices. This approach offers several key benefits:
- 100% Human-Written Content: Unlike generic AI-generated articles, BOMA’s content is crafted by real people with deep expertise in accounting and business advisory. This ensures it’s factually correct, up to date with regional changes, and tailored for the accounting audience.
- Fully Customisable to Your Brand: Even though the content is ready to use, you’re not locked into one version. You can edit the tone, insert your firm’s personality, and align it with your communication style – all within the BOMA platform. And if you want to use AI for tweaks or rewording, BOMA’s Content Assist feature is available to help you do it safely and efficiently.
- Save Time Without Sacrificing Quality: Instead of starting from a blank page, you’re starting from a professionally written piece that can be adapted in minutes. This means you save time without putting your firm’s reputation, compliance, or client relationships at risk. To calculate your potential savings try our ROI calculator.
When It Comes to Content, Credibility Counts
There’s a lot of hype around generative AI – and it certainly has a role to play in speeding up workflows and supporting creativity. But when it comes to marketing your accounting firm, building trust with your clients, and protecting your online presence, there’s no substitute for accurate, human-written content.
Google’s latest move reinforces what many professionals already know: content should reflect thought, care, and a human understanding of the audience – not just a machine’s ability to string words together.
Summary
AI can help with content editing and repurposing – but relying on it for full article generation comes with risks. Google now explicitly discourages low-effort, AI-written content, especially when it lacks originality or a human touch.
Accountants, who are trusted for their precision and reliability, cannot afford to publish content that might be factually wrong, ethically questionable, or penalised in search results. With BOMA, you can rest easy knowing your content is written by professionals – and enhanced by AI, only when and how you choose. Start your free trial with BOMA and see the difference expert-written content can make.
