Google vs AI Content: Impact of Generative AI on Search Engines

Written by:
Mohammed Wasim Akram
First Published on:
February 3, 2023
Last Updated on:
February 3, 2023
Post Categories:
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Are you prepared to explore the realm of artificial intelligence and search engines? The rapid expansion of machine learning and artificial intelligence has caused a plethora of changes, including the way we use search engines.

We've observed an increase in AI-generated content in recent years, with AI-generating articles, blog posts, and even news reports. But how does this influence how we browse for information on the internet?

In this post, we'll evaluate the most debated topic on the web, "Google vs AI-generated content" and explore how generative AI affects search engines.

What does Google say about AI-generated content?

Google's stance on AI-generated content is straightforward. If the content is generated solely for search engine rankings, it violates Google's guidelines. However, if the content is helpful and produced with people in mind, it is not a problem.

For example, a few big-name websites such as CNET, Bankrate, and leverage AI to produce part of their content.

And looking at this situation Google's Search Liaison Danny Sullivan emphasized that AI-generated content is fine if it's beneficial and intended for humans first.

The explanation for this remark is obvious: when it comes to rewarding content, Google considers a wide range of signals, including experience, expertise, authoritativeness, and trustworthiness, abbreviated as E-E-A-T. Additionally, they have a spam policy in place for automated content.

This means, if the AI produces useful content that passes these parameters, it should be fine. Nonetheless, content created by automated methods without consideration for quality or user experience breaches Google's policies.

In short, Google is perfectly alright with AI-generated content as long as it is useful, high-quality, and produced with humans in mind; therefore content creators should focus on producing AI content that is human-friendly.

Can Google detect AI-generated content?

According to Duy Nguyen from Google's search quality team, Google has technologies in place to detect and demote AI-generated plagiarized content. However, this statement is concerned about AI-generated content that is plagiarized and scraped from other websites.

Therefore, even if we keep that aside, still in my opinion, Google has been investing in machine learning and artificial intelligence technologies, including language models such as LaMDA which is said to be similar to ChatGPT. As a direct or indirect result, if they decide to, they should be able to spot AI-generated content without any issues.

However, in general, Google encourages content that is helpful and written for people first. So it makes absolutely no difference whether the information was written by a person or created by AI writing tools as long as it is well-written, thoroughly edited, and factually accurate.

On the other hand, if the content is produced primarily for ranking in search engines and does not satisfy these quality standards, Google's algorithms will surely demote and drank it.

Does AI-generated rank in Google SERPs?

Yes, AI-generated content can rank on Google search, but it is dependent on the quality of the content and its compliance with Google's policies. Google utilizes algorithms to detect AI-generated or plagiarized content, and if it is determined to be of poor quality, it may be downgraded in search results.

However, if the AI-generated content is well-written, thoroughly edited, and factually accurate, it has the potential to rank well on the search engine.

Just like with content written by humans, the most important and crucial criterion for ranking AI content on Google is delivering valuable and relevant information to readers.

Does Google penalize AI-generated content?

Yes, Google has the authority to penalize AI-generated content if it is found to be of low quality, misleading, or in violation of Google's guidelines. Content produced automatically with AI writing tools, according to John Mueller, Google's Search Advocate, is against Google's Webmaster Guidelines.

This signifies that if a website contains AI-generated content in a manner that Google considers low-quality or spammy, the page may be penalized.

However, it is essential to remember that the quality of the content is an important aspect of deciding whether or not it will be punished. Even if the content was produced using AI technologies, Google is unlikely to punish the website if it is well-written, insightful, and factually accurate.

Therefore, if you're using AI-writing applications like ChatGPT then always use the proper prompt inputs crafted using the best prompt engineering practice to generate relevant content.


The influence of artificial intelligence-generated content on search engines such as Google is a complex subject. On the one hand, AI-generated content can save content creators time and effort, but on the other hand, it may not always deliver high-quality and original content for the readers.

Google may have developed algorithms to detect and downgrade AI-powered content that violates its spam policy, but it's possible that they're still limited in detecting all AI-generated content.

As a result, while utilizing artificial intelligence technology to produce content, it is essential to proceed with caution and ensure that it is thoroughly edited and factually correct.

I hope you have a better grasp of the influence of AI-generated content on search engines like Google now that you've read this post.

After reading this article, I hope you have a better understanding of the effect of AI-generated content on search engines like Google.

If you found this post valuable, please share it with your friends and family and leave a comment below to let us know what you think. Your thoughts and suggestions are always encouraged!

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