There is a real risk of alienating customers if you use ChatGPT as a copywriter. For your product descriptions, your landing pages, and the many emails in the customer journey.
Globally, over 64% of online store owners have reported an increase in their use of AI-generated content in 2025. So you are far from alone if you use AI for your company's e-commerce.
There are also advantages to using AI for parts of your online store, but that is not the focus of today's blog post. You will have to read about that another day.
AI is fast and can save you money on language-proficient employees in the short term, but in the long term, AI content can damage your Google ranking, your customers' trust in your business, and your webshop's conversion rate.
Mistrust and declining sales conversion
I will start by addressing one of the biggest challenges of pure AI writing: AI does not follow the E-E-A-T principles that Google rewards.
- It does not share personal experiences (it is a machine, remember)
- It is not an expert (it often "borrows" experts' research without crediting them).
- It does not automatically create authority (again, we have the challenge of source criticism and referencing).
- It undermines your brand's credibility with generic content (from your customer's point of view).
In fact, an A/B test of a number of e-commerce websites shows that 27% of visitors leave the site without making a purchase and 23% spend less time on the website if the content is AI-generated. This is compared to websites where the text content has been quality-checked by a human.
However, you can use AI to your advantage in other parts of your website. This could be a technical aspect, for example, or sending targeted offers to your visitors based on pattern recognition.
Confusing and contradictory translations
Despite EU labels, secure trading stamps, and "Danish webshop" proclamations, it doesn't take much to heighten our suspicion of online trading. I have used this example before in my LinkedIn posts, but I think it deserves to be shared here as well.
If you were to purchase a product on a new website, would you complete the purchase if any of the following were stated:
- Buy Here
- Process Now
- Accept Purchase
Almost 60% of European online shoppers have stated that they lose confidence in a webshop if the language is not correct. You could potentially have a customer who has reached the payment stage but abandons the entire purchase due to a poor translation. AI and machine translation may be cheap, but not in the long run if it costs you real conversions.
And over 30% of online shoppers report having abandoned a purchase because they were confused or unsure about poorly translated instructions and terms and conditions.
Man watches over your fire
Disclaimer: this subheading is obviously machine-translated and too funny to rewrite - see if you can guess the original message, or check out the Danish version below.
I can totally get why it's tempting to use AI to create some or all of the text content for your website. Whether it's copywriting or translation, I've got a clear recommendation that'll save you money in the long run: make sure you have a human being to quality check your content.
A professionally trained linguist or communications specialist can ensure that the text content matches your brand's tone of voice and the messages you actually want to convey. They will also make sure that you don't write anything you can't stand behind – or, in unfortunate cases, mislead and misinform your visitors and customers.
It's all about credibility
A new study also shows that localized websites—i.e., websites translated by language experts—have a 36% higher conversion rate than websites translated solely by AI or machine translation.
That's because people trust people. Not generic, AI-generated content that also has language errors. That makes them distrustful.
The hybrid model, combining AI's preliminary work with human quality assurance, can leverage the best of both worlds, and it is clearly the method I see as the opportunity that gives your business the best possible conditions for success in e-commerce.