Is it OK to use ChatGPT for your jewellery brand?

Honestly? Yes, but only if you do it right.

If you’re using ChatGPT (or any AI tool) to help you write product descriptions, captions, emails, or blogs for your jewellery brand, you’re not alone. So many small business owners are doing the same. It saves time, reduces overwhelm, and can give you a decent starting point when the words just won’t come.

But here’s the catch:
If you’re not feeding it a Tone of Voice Guide, you’re getting the same bland, generic content as everyone else, and your brand will disappear into the noise.

Can People Tell When It’s AI-Generated?

Yes. And more than you’d think.

Recent studies show that over 70% of readers can detect AI-written content, especially when it lacks personality, emotion, or natural phrasing. Even if they can’t name what feels off, they’ll feel it in their bones.

When your words feel robotic, templated, or overly polished, customers start to disengage.
They don’t connect.
They don’t trust.
And they definitely don’t click “Add to Basket.”

This matters more for jewellery brands than most, because you’re selling meaning, sentiment, story. Your voice needs to feel like you, or you risk losing the exact emotional connection that leads to conversion.

Out of those 70% that can spot it, roughly 40% say it would put them off purchasing. So let’s quickly run the maths on this –

Let’s say for example you get 650 click-throughs from Google.

If 70% of those visitors spot your AI writing, and if 40% of those are put off, that’s 182 potential customers that you’ve just lost. That’s a huge hit for your business. Simply because your copy didn’t sound like you.

Get the tone right, and watch those numbers shift.

What Google says about AI content

Google has said this:

“Using automation—including AI—to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.”
But…
“Not all use of automation, including AI generation, is spam. AI can be useful for content creation if it’s used to produce helpful, original, and people-first content.”
— Google Search Central, 2023

So no, using Chat GPT won’t get your jewellery site penalised.
But if your content is robotic, keyword-stuffed, or offers nothing original? That will work against you, both with Google and with your target customers.

✦ What I believe as a professional copywriter and as a business strategist…

I’m a big believer in authentic brands.
The more emotionally resonant and recognisable your brand, the more likely your offering is to stick in someone’s head (and heart).

The same way quality in expert craftsmanship shines through, so does expert content creation.

If you are at the stage where you are looking to hire a professional content copywriter, such as myself, it is one of the most beneficial uses for your budget.

📎 Here’s what to do:

  1. Upload a Tone of Voice document into ChatGPT before asking it to write anything.
    This should include:
    • How you want your brand to sound
    • Your ideal customer
    • Phrases you love (and ones to avoid)
    • Emotional tone, pace, formatting, and any brand quirks
  2. Use it as a first draft, not a final one.
    If it starts slipping into generic or overly “AI” tone? Refocus it. Always come back to your original voice.
  3. Inject your human angle.
    Add a memory, a reason, a moment of warmth. That’s what jewellery is about, after all.

If you don’t have a Tone of Voice Guide yet, that’s your first step.
It’s not just useful for AI, it’s the anchor for every caption, description, and email you write.

If you want help creating one, it’s included in my Brand 101 Foundation Package. You’ll walk away with a guide that sounds like you, and content that actually connects.

Yes, you can use ChatGPT. But make sure your voice leads, not the robot.
Your customers will feel the difference.