As an accountant who works with creative business owners, I recently came across a statement from Rand Fishkin that really struck a chord. Rand said “NEVER EVER NOT EVEN ONE TIME do I use AI to write anything we’re publishing or sending out publicly... AI writing never sounds human or interesting enough for me to want to send out.” He went on to challenge those who claim they “can’t tell the difference anymore” arguing that if you can’t spot the difference between your writing and AI, it’s time to find someone who has personality, style, novelty and humanity - else develop it yourself.
Rand’s words resonated deeply with me, not just as a part-time content creator, but as a professional entrusted with the financial well-being of my clients. Here’s why I take a similar stance when it comes to both tax advice and the content I share.
The problem with AI-generated content
AI-generated content is everywhere. It’s quick, cheap and - at first glance - often “good enough.” But as Rand pointed out back in 2023 AI content is the "new floor”. It’s the bare minimum, lacking the nuance, originality and human touch that make content truly engaging or trustworthy. In marketing, that means your message risks blending into a sea of sameness. In tax, the stakes are much higher.
Why AI-generated tax advice is dangerous
- Technical Inaccuracy: Tax law is complex, ever-changing and full of exceptions. AI models, no matter how advanced, are prone to making mistakes, sometimes glaring ones. There have been real-world cases where AI-powered tax tools gave advice that was not just unhelpful, but flat-out wrong, leading to potentially serious financial consequences for users.
- Lack of Context: AI can’t understand the unique circumstances of each client. It can’t ask clarifying questions or interpret the subtleties of your business or personal situation. Tax advice that isn’t tailored is, at best, generic and at worst, risky.
- No Accountability: If an AI gives you bad advice, who’s responsible? Not the algorithm. As a professional, my reputation and your financial health are on the line every time I give advice. That’s a responsibility I take seriously.
- Boring and Generic: Just as Rand can spot AI-generated marketing content a mile off, I can spot AI-generated tax advice. It’s bland, formulaic, and rarely accurate for any individual’s needs.
Why human expertise matters
Tax isn’t just about numbers. It’s about understanding your goals, your challenges and your creative vision. It’s about interpreting complex rules, making judgment calls and sometimes, finding solutions that aren’t in any textbook or database. AI can process data but it can’t replace the value of real human insight, experience and care.
Holding myself to the same standard
Rand’s challenge to content creators is simple: if your writing isn’t better than what AI can produce, it’s not worth making. I believe the same applies to tax advice. My clients deserve more than the “new floor”. They deserve advice (and content) that’s thoughtful, accurate and uniquely tailored to them.
As someone who’s still learning the ropes of content writing, I should perhaps take Rand’s advice to heart and strive to bring the same standards of care, originality and humanity to my writing as I do to my professional work. Because whether it’s a tax return or a blog post, you deserve nothing less.
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