AI tools have made it easy to build content-heavy websites quickly. Owners can now generate thousands of articles in weeks, creating sites that look profitable — at least, on the surface. But should you really buy a website with AI content?

Well, the answer depends on factors like how the site was built, how much risk you’re comfortable with, and whether the business has long-term durability. Here’s a clear framework to help you decide.

Step 1: Check How They Created the AI Content

Not every site that uses AI is the same. Some owners copy and paste its output directly into their CMS, giving them surface-level content that looks fine at first glance but adds nothing new.

Other site owners use AI more strategically. For example, they may use them as a tool for drafting outlines or first drafts, which are then fact-checked, edited, and enriched with real examples. These sites tend to be much stronger because the final product delivers actual value, and not just regurgitated fluff.

What does all this mean? Well, when you’re reviewing a site, read a handful of posts closely. Do they share useful details, unique insights, or first-hand experience? Or do they all sound the same, offering nothing you couldn’t find on ten other sites? 

That difference tells you how the AI was used — and often, whether the content has staying power.

Step 2: Know the Risks of AI-generated Content

Buyers often worry whether Google penalizes AI content. The good news is that as of now, it doesn’t. Google has said it cares about quality, not authorship. But “quality” is where most AI-driven sites run into trouble.

There are three main risks of buying a site with AI-generated content:

• Ranking volatility. Thin or repetitive content is especially vulnerable to search algorithm updates. Many AI-heavy sites have spiked quickly, only to lose half their traffic overnight.
• Poor engagement. Readers leave quickly when content feels generic, which hurts both ad revenue and affiliate conversions.
• Uncertain future. Google may tighten its rules over time. Sites that rely purely on AI are more exposed if the bar for originality gets raised.

The lesson here isn’t that AI automatically kills a site. It’s that the risks are higher if the content doesn’t add genuine value.

Step 3: Evaluate the Business as a Whole

Even if the content itself looks okay, you still need to ask whether the business itself is stable. Traffic and revenue numbers can look appealing, but they only matter if they’re consistent.

Here are some questions worth asking when evaluating the website’s business:

• Where does the traffic come from? If it’s 95% from Google search, the site could be fragile.
• How steady is the revenue? A business that earns $2,000 month after month is healthier than one swinging wildly between $500 and $4,000.
• Can you improve the site? If the content is passable but not great, you might be able to edit and upgrade it after purchase, turning a weakness into an opportunity.

This is also where valuation comes in. Does AI content lower website value? In many cases, yes, because buyers don’t want to pay a premium for something that’s potentially unstable. 

But when AI is used responsibly and paired with human oversight, the discount is smaller. In fact, if you know how to improve the site, it might even be a smart buy at a reduced price.

So, Should You Buy a Website With AI Content?

By now, you should’ve looked at how the content was created, weighed the risks, and reviewed the business fundamentals. So, the last step is deciding whether the site is worth buying.

Ask yourself three things when deciding whether to buy a website with AI content:

• Is the content strong enough to last? If it’s mostly raw AI text with no editing, it could be fragile. But if it shows real oversight and adds value, that’s a different story.
• Are the traffic and revenue steady? A site with consistent numbers is worth far more than one that spikes and crashes.
• Can you improve it? If the site is decent but not great, you might be able to upgrade the content and strengthen the business after purchase.

If the answers lean negative, the smart move is to walk away (unless you’re getting a really good deal). But if the answers are positive, you’ve probably found a site where AI is a tool, not a crutch, and it could be a solid acquisition.

Use Valuation to Balance Risk and Reward

AI has changed the website market, but the basics of buying haven’t. A good acquisition is still about quality, stability, and long-term growth. Some AI-driven sites meet those standards, and others don’t.

If you’re not sure where a site stands, Motion Invest’s free valuation tool can give you an idea. It helps you see whether the risks of AI content are already priced in, or if the listing is overvalued. 

In the end, buying websites has always been about balancing opportunity against risk. AI just sharpens those tradeoffs. Knowing how to evaluate them is the difference between overpaying for a fragile asset and landing a site with real staying power.