You should consider at least a refresh every 2 years. There are several reasons for this:

• Your business evolves so sometimes your ideal client has changed.

• Your team members and/or your own bio might have changed.

• Website trends change and you want to stay current.

AI is fantastic! We use it, too. But we don't just copy and paste what it generates. It still needs a human touch.

Making what AI has given you funny (or evoking some sort of emotion), adding a storytelling element, and adding statistics with outbound links should all be part of your content strategy.

Not only that, but AI is not the most current...and is not always correct. Many broker-dealers do not want any stats that are more than three years old and sometimes AI generates that. It's also been known to give the wrong numbers in financial planning pieces (yikes).

Yes, it can be used. But it doesn't replace good, personal content.