Has Google Changed Its Tune About AI Content Creation?

Posted - March 13, 2023
AI Content Creation

Last year, when the content AI bubble burst as Chat GPT  and other AI content generators stole the spotlight, Google’s John Mueller deemed AI-generated content as automated content, spam, and against the search engine’s guidelines.

This approach surfaced during a Google Search Central office-hours hangout in April 2022. Nearly a year later, it’s evident that AI is likely here to stay with the coordination of Open AI and Bing, and the now pay-to-play version of Chat GPT, AI is likely here to stay.

While the thought of AI-driven content may have English teachers nationwide breaking a sweat, Google has opted to evolve with the times and has changed its stance on AI content…sort of.

Let’s look at what the search engine powerhouse says about AI-generated content in 2023 and what steps you should take to ensure you remain in line with Google standards if using AI as a content tool.

Google (Somewhat) Shifts Its Stance Regarding AI-Created Content

If you’ve been wondering what Google’s final stance is on AI-generated content, it’s here! In short, Google reps claim it was never against AI-generated content, only spam or generated purely for SEO manipulation.

In Google’s latest statement on the topic, a blog it released states that Google will reward manmade and AI-generated excellent, quality content.

Google says the issue of low-quality content can occur through AI-produced work or human-generated content. It has systems in place that analyze spam patterns that single out low-quality content regardless of how a site produces it.

What is Spam?

When content is low-quality, irrelevant, or misleading, Google considers it spam. Spammy content can include keyword stuffing, content with little substance, and duplicate content. 

Spam content hurts SEO performance because it’s rare that such content can positively impact search engine results pages (SERPs).

Search engine algorithms identify and penalize websites that use spammy techniques, which are more likely to be found in AI-generated content (or when a company hires a team of people to mass produce spam content).

The point is that, yes, Google can detect AI content. Yet, according to a Tweet from Danny Sullivan, a renowned Google representative, “We’ve said pretty clearly, content written primarily for search engines rather than humans is the issue.”


At this point, for AI-driven content to negatively impact your SEO rankings, it will have to be blatant spam the algorithm singles out or content a Google employee manually deems spammy.

You want neither of these outcomes, because spammy techniques can negatively affect your site’s visibility in SERPs and decrease user engagement, crippling any authority a site’s built over time. As a result, this drop in engagement and user trust will reduce organic traffic and conversions, ultimately hurting SEO performance.

How Can You Ensure Your AI Content Remains Authoritative?

All Google asks is that your content proves expertise on a topic, provides authority to a conversation, and upholds the trust you’ve gained with your audience. 

Using AI as a content tool isn’t against guidelines as long as it’s relevant content created for people, not to manipulate a machine.

How do you make AI-generated content E-A-T worthy? Follow these pointers, and we’re confident you’ll eventually rank well, like Bankrate.com and other large corporations using AI in their content since late last year.

  • Remember that AI-generated content isn’t perfect. Use human editors to proofread, fact-check, and add human flourishes and ideas to the content that breathe life into your pieces.
  • Always use a human writer to ensure your content displays first-hand expertise on a subject.
  • Ensure your content follows your site’s primary goals and focus. Keep your content aimed at your target audience.
  • Check your AI-assisted content. Did it leave you walking away learning something new or sway you towards a new purchase or service investment? Was the content valuable if you wrote it?

Should You Let Audiences Know You’ve Used AI?

The bottom line is that any content you create is helpful and catered towards the human audience, not machines.

If your writers can successfully combine AI-generated content and their writing to create relevant, helpful content, have at it!

Google only cares that it isn’t spam! However, if you’re like us and care about the integrity of your content, it’s always best to let readers know when you’ve implemented AI generation into your work.

In fact, we tested an AI tool for a section of this article! 

Staying transparent about how you create content helps retain the trustworthiness of your brand with your audience. 

Want to Create Original Content Made for and By Humans? Dallas SEO Dogs can Help!

Sure, we used AI to help create this content, but the truth is our writers love creating original pieces that no tool could replicate on its own. 

If you are a business owner that needs original content but doesn’t have the time and isn’t ready to go full AI comfortably, Dallas SEO Dogs can help! Our team of content writers is passionate about what we do and is well-versed in writing for brands of all industries.

We want to meet you! Contact us today to schedule your free consultation with a team member. Let us show you what our SEO strategy can do for your brand!