Google is changing its stance on content generated through artificial intelligence, applying a more rigorous approach. The tech giant has instructed its quality raters to apply the lowest rating to those pages where all or most of their main content (primary content) is generated with AI tools.
As explained by John Mueller, Senior Search Analyst and Search Relations Team Lead at Google, during his intervention at the Search Central Live Madrid 2025 event. These and other relevant data are included in the latest update of Google’s Search Quality Rater Guidelines for its quality raters.
The boom in generative AI impacted the way content is created and shared, forcing Google to take a stance. In February 2023, the tech giant explained that it did not view AI-generated content negatively, focusing on the quality of the content rather than its means of production.
«The proper use of AI or automation does not violate our guidelines. This means it is not used to generate content primarily aimed at manipulating search rankings, which is against our spam policies. Automation has long been used in publishing to create useful content. AI can assist in creating useful content in new and exciting ways», Google stated.
A viewpoint that has now been refined. According to their Search Quality Rater Guidelines published in January 2025: «Generative AI can be a useful tool for content creation, but like any tool, it can also be misused».
Google asserts that pages identified as spam pages will receive the “lowest” rating from their quality raters. Among various types of spam pages, those whose main content or primary content has been created «with little or no effort, little or no originality, and little or no added value for the website visitors» are highlighted.
It is within this group that Google specifies some of the misuse of AI mentioned earlier. «The lowest rating applies if all or nearly all the multimedia content on the page (including text, images, audio, video, etc.) is copied, paraphrased, embedded, automatically generated or with AI, or republished from other sources with little or no effort, little or no originality, and little or no added value for website visitors. These pages should receive the lowest rating, even if the page attributes the content to another source».
In other words, if during an inspection, quality raters identify that all or most of your main content is AI-created, your page will be penalized. However, this does not mean that Google demonizes this content, as coherent usage, accompanied by human review and editing, and when it does not comprise the majority of your webpage, should not lead to poor ratings.
Additionally, the company also focuses on “paraphrased content”, which can be created manually or via generative AIs, to replicate content from other pages by rewriting it (or editing it in the case of assets like images) without providing additional value.
«Copying, paraphrasing, embedding, or republishing content does not automatically imply a page is of low quality. However, the lowest rating is required when all or nearly all the MC (Main Content) on the page (including text, images, audio, video, etc.) is copied, paraphrased, embedded, or republished with little or no effort, little or no originality, and little or no added value for website visitors.
Similarly, the use of generative AI tools alone does not determine the level of effort or quality rating of the page. Generative AI tools can be used to create both high and low-quality content. For instance, creating high-quality original artworks using generative AI tools may involve a high level of effort. However, tools can also be misused to create low-quality content with little or no effort, little or no originality, and little or no added value for website visitors».
Google is a demanding overseer, and lying on your “resume” will not assist; it may even work against you. Including exaggerated or misleading information about a website or an author will cause your page to receive the “lowest” rating. The raters will focus on the content, and if it is of low quality, it will be a significant factor in determining that the author also lacks credibility and is inflating their credentials.
«Sometimes information about the website or content provider seems exaggerated or slightly misleading, such as claims about expertise or personal knowledge that seem exaggerated or included solely to impress website visitors. E-E-A-T assessments should be based on the MC itself, information obtained during reputation research, verifiable credentials, etc., not just on claims from the website or content creator like “I am an expert!”».
Pages whose content or design are misleading will also receive the “lowest” rating. Google breaks down the potential types of deception as follows:
Another reason for a page to receive the “lowest” rating is if the owner has created it solely for personal benefit with minimal intent to benefit site visitors. In other words, if raters determine that your page exists only for you to make money or benefit somehow without serving a real purpose for society, it will be penalized.
Photo: GPT-4o
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