There's bad news for anyone who writes for online platforms. A peer-reviewed study, published August 18, 2025, reveals a not-so-surprising bias: AI systems tend to prefer content written by other AI over content written by humans, even when the human version is equally good (according to humans). [1]
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| AI can be the difference between being overlooked and discovered |
At a Glance
- Study Finding: AI systems often prefer AI-generated content over human-written content even when humans produce equally good work. [1][2]
- Why It Matters: Writers may face a “gate tax,” meaning AI-favored content could get more visibility on platforms. [1][2]
- Opportunities for Creators: By structuring, polishing, and strategically using AI, human writers can maintain visibility and reach human readers.
- Tips for AI-Friendly Writing: Clear structure, concise language, smart AI collaboration, personal touches, and creative uniqueness.
The Experiment
Researchers compared pairs of text (a human-written version vs. an AI-written version) across three categories:
- Product descriptions
- Scientific paper abstracts
- Movie plot summaries
They had several AI models pick the "better" one. Again and again, the AI versions came out on top, even when human reviewers couldn’t tell the difference. [1][2]
For example:
- When comparing product descriptions generated by GPT-4 versus human versions, other AIs picked the GPT-4 content nearly 9 out of 10 times while human readers chose it only about 1 in 3 times. [2] That's a sizeable difference between what AI prefers and what humans prefer.
- For abstracts, AI preferred 4 out of 5, and for movie summaries, 7 out of 10 even though order effects (like always picking the first option) were carefully controlled for. [2]
The study’s authors warn of a potential “gate tax” as more platforms rely on AI for content recommendations. Writers who don't use AI in their writing process could experience reduced traffic as fewer people find their work. [1][2]
In a sense, authenticity will be punished, although not deliberately. AI platforms simply like lots of structure.
Why This Matters for Creative Writers & Online Creators
- You might be pouring your soul into a review, story, or blog post, but if platforms use AI to rank or recommend content, your pieces may struggle to reach human readers if the content doesn't look 'AI-friendly.'
- Like it or not, the playing field is shifting due to AI. Being AI-assisted may be more effective at getting your writing noticed.
How to Make Your Content AI-Friendly (While Staying True to You)
Take notice of the structure of this blog post. It is written with AI in mind and uses lots of headings, subheadings, and bullet points. I also included an 'At a Glance' section and an FAQ.
In the past, online writers had to write for both search engines and human readers. Many relied on keyword stuffing to get noticed. While this trick worked for algorithms, it often annoyed real readers. Eventually, Google cracked down on the practice, penalizing content that felt unnatural.
Today, the challenge has grown. Writers must create content that appeals not just to people and search engines, but to AI systems as well. They must satisfy all three audiences at once. When I create content, I use two methods: Human-first and AI-first.
Human-first Approach
I write a rough draft with everything I want to say, based on personal experience. Then, I refine it with AI for clarity, Search Engine Optimization (SEO), and structure, making manual edits to ensure the final output is true to what I want to say.
AI-first Approach
I let AI create the initial content and then add personal experiences, recommendations, and other human touches to make it engaging for readers. For this article, I fed the study about AI preferring AI-generated content over human-written content into ChatGPT and let it create a first draft. Then I added my ideas to that first draft. I think of this as letting AI create the skeleton and then I add meat to the bones.
Use AI to Polish the Final Draft
I use ChatGPT to polish the final version. Be warned: AI platforms like ChatGPT will often remove things from your final draft that it thinks aren't necessary. Make sure to compare and contrast your final draft to its final draft before publishing.
Writing Tips
- Polish for Clarity and Structure: Use headers, bullet points, and concise sentences.
- Maintain Your Voice: Ask AI to polish the tone while maintaining your voice.
- Augment with AI: Use AI for drafting and testing alternatives, then refine with your opinions and ideas.
- Make Meaningful, Custom Touches: Add personal anecdotes, humor, and your own distinctive style.
- Monitor for Homogeneity: Avoid AI-driven conformity by reading widely and encouraging diverse ideas.
Wrapping It Up: Be Creative, Be Clear, Be Strategic
- AI prefers clarity, structure, and style typical of AI-generated text, but that can be less interesting to your readers.
- Don't write like a bot. Use AI to enhance and improve, not replace, your own writing.
- Prioritize your unique voice with personal experiences, opinions, and creative insights.
- Think of AI as a collaborator, not a replacement.
FAQ
Q: What does “gate tax” mean?
A: It’s a metaphor for the disadvantage human writers may face if AI systems prefer AI-generated content. Human-written content might get less visibility as a result. [1][2]
Q: Does using AI mean I’ll lose my unique voice?
A: No. AI is a tool to improve clarity and structure. It is your opinions, experiences, and style that will ultimately make your content stand out.
Q: Can AI-generated content replace human creativity?
A: No. AI can create polished text, but human creativity, experiences and insight remain essential. Use AI to support, not replace, your ideas.
Sources
[1] Search Engine Journal – AI Systems Often Prefer AI-Written Content, Study Finds (2025).
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[2] Digital Information World – Study Warns AI Models Favor Machine Over Human-Generated Content (2025).
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[3] The New Yorker – AI Is Homogenizing Our Thoughts (2024).
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