Case Studies

How Uses Originality.AI

Content agency uses Originality.AI to fight AI content and win back a top client. See how uses it for human-written content.

Mahmoud Elsaid is founder and CEO of ContentWish, an SEO content agency based in Italy. After the agency almost lost one of their biggest clients due to suspected AI use, Mahmoud and his team needed a tool that would help them guarantee that their specialized niche content was being written by expert human writers. In this case study, we will explore how ContentWish  leverages Originality.AI to ensure the authenticity of its content.

Client Background

Content Wish is an SEO content agency offering subscription packages tailored to help businesses scale their content strategies effectively. Active since 2020, Mahmoud and his team now work with 40 skilled writers from around the world, offering both human-written and AI-generated content with a professional touch. One of their pillar services is called Niche Writers,  with industry experience craft engaging content for a variety of clients who expect quality, integrity, and originality.

The Problem

In June 2023, Mahmoud and ContentWish faced a significant threat to their reputation and relationship with a key client. Suspicions arose that AI tools were being used to create content that had been marketed as exclusively human-generated. And after some internal checking, the agency found that the client was correct. This was a huge problem for ContentWish, as their specialized Niche Writer service guaranteed 100% human-generated content for a premium fee.

With industries demanding higher accuracy and unique perspectives, potential AI content threatened to damage hard-earned trust and client relationships. This was when Mahmoud and ContentWish recognized a need for a tool that could not only detect AI writing, but also reassure clients that their content was being created by expert human writers.

The Solution

Originality.AI came into play as the solution to ContentWish's predicament. After struggling with false positives and an overall lack of confidence in their previous system, Mahmoud and his team sought a more robust and accurate AI detection tool. And with all of the buzz online about Originality.AI, they decided to give it a shot.


After discovering that Originality.AI was a lot more accurate than their previous tool, ContentWish integrated the tool into their daily content editing process. They use it to scan all content they receive from their writers, and then give high-scoring articles a thorough human-eye review. This ensures that each piece meets their quality standards and client expectations.

With high-scoring articles, editors will look into the document history to check for any writing that seems copy-and-pasted or otherwise strange and out-of-place. If they don’t detect anything suspicious, then they view the Originality.AI scan as more of a quality check. They’ll heavily edit any red- or orange-colored portions of text, or turn the article back over to the writer so they can improve the flow of the piece.

And to help reassure clients skeptical of AI-generated content, ContentWish takes it a step further. They’ll share the scan links directly with their clients so they know that they're receiving human-written content.


Mahmoud reports that Originality.AI has become an essential part of ContentWish's day-to-day operation. With the tool's aid the agency has not only retained a major client, but also grown their medical writing service, where high-quality, accurate content is key. Ultimately, ContentWish's ability to access and provide these clients with the transparency they require has led to more trusting partnerships with their clients.

Furthermore, the agency now uses Originality.AI as more than just an AI detector. They use it to examine the flow and tone of content, catching any signs of a robotic nature or repetition that make it sound like AI writing. 

These additional checks have enhanced the quality and authenticity of their services, and have even changed the way that their writers approach their work. While roughly 1 in 3 articles submitted by their writers used to have AI scores over 70%, it’s now more like 1 in 10.


Mahmoud and ContentWish's journey with Originality.AI serves as a case in point for modern-day content agencies and SEO marketers. With more and more people using AI tools to create content, it has become paramount to implement rigorous quality control measures that can help agencies distinguish AI-generated content from that written by humans.

Fortunately, by adopting tools like Originality.AI, agencies like ContentWish not only maintain integrity in their practices, but also improve the quality of their output, thereby enhancing their client relationships and business growth.

Mahmoud Elsaid, Founder and CEO of ContentWish

“Adding to our daily operations has first allowed us to retain one of our biggest clients. It has also become an even more important tool for our medical content service…Having a way to detect AI content allows us to foster a more trusting relationship with these clients, and even grow our medical writing service.”

  • Mahmoud Elsaid, Founder and CEO of ContentWish

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Jonathan Gillham

Founder / CEO of Originality.AI I have been involved in the SEO and Content Marketing world for over a decade. My career started with a portfolio of content sites, recently I sold 2 content marketing agencies and I am the Co-Founder of, the leading place to buy and sell content websites. Through these experiences I understand what web publishers need when it comes to verifying content is original. I am not For or Against AI content, I think it has a place in everyones content strategy. However, I believe you as the publisher should be the one making the decision on when to use AI content. Our Originality checking tool has been built with serious web publishers in mind!

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