AI text writers inside site builders: what to check

The writing tool in a builder gives you a first draft. It doesn't give you a checked page. Treat what it writes the way you'd treat a draft from a stranger who has never seen your shop.

How the tool works

Under the button sits a language model. Wikipedia describes the GPT kind as pre-trained to predict the next word¹. It's a guess at what comes next, made very fast. Google's guide for site owners puts the risk plainly: AI outputs may contain inaccuracies, also called hallucinations².

A hallucination is a confident statement that isn't true. The tool can invent an opening time, a qualification or a policy, and the sentence will still read well.

Where it sits in the builder

Each maker puts the tool in a different spot.

• Squarespace: you click into a supported text area, then press the three-circles icon in the text toolbar. The list includes text blocks, blog posts, product descriptions and email text. You can write from a prompt, or select text and ask to simplify, shorten or lengthen it³.
• Wix: you click on any text in the editor to get suggestions for your site content⁴.
• WordPress.com: you chat with the WordPress Agent and ask for changes. Its page suggests asking for one section at a time, rather than a redesign of the whole page at once⁵.

These are summaries of each maker's help page on the date this page was last checked. Menus move around, so follow the current page for your plan.

Help it help you

Squarespace says a more detailed prompt may give more detailed text³. It also lets you save a description of your business and pick a personality, which sets the tone of the generated text³.

Give it real material. Say who you serve, what you sell and what you don't do. Then you're editing, not starting from a blank page.

What to check on every draft

Read it aloud. Then look for these.

• Facts. Names, places, hours, prices, qualifications and anything with a number.
• Promises. "The cheapest", "the only" and similar claims you can't back up.
• Rules. Anything about health, money, tax or the law. Replace it with a pointer to the official source, which differs by country.
• Sameness. Squarespace warns that its AI may generate the same or similar content for you that it gives another user's site, depending on the prompts. It tells owners to edit the text to add their own voice and details³.
• Fit. Would you say this to a customer?

Google says the same review applies to metadata such as page titles and descriptions².

What support won't do

Squarespace says its support can help you use the AI features, but can't evaluate AI-generated text for accuracy or appropriateness³. The checking is yours, and so is the responsibility for what you publish.

Search words

Wix says its product description tool gives variations that are SEO-friendly and use relevant keywords⁴. That's the maker's own description. It doesn't promise a ranking, and a page stuffed with keywords can read badly. The search-text helper page goes further.

Keep customer details out of your prompts. Another page here explains why that matters.