Google has toughened its stance on content generated with artificial intelligence (AI) tools. From now on, the company's quality assessors are instructed to assign the lowest rating to web pages whose main content (main content) be created totally or mostly with AI.
This information was confirmed by John Mueller, Senior Search Analyst and leader of the Search Relations team at Google, during his participation in the event Search Central Live Madrid 2025Furthermore, these guidelines are detailed in the most recent version of the Search Quality Rater Guidelines (Guidelines for Search Quality Assessors), published in January 2025.
What does Google think about AI-generated content?
With the explosion of generative artificial intelligence, the way content is created and shared has changed radically. This has led Google to rethink its approach. In February 2023, the company clarified that it was not against AI-generated content, as long as it focused on providing value and not manipulating search results.
“The appropriate use of AI or automation is not against our guidelines, as long as it is not used to manipulate search rankings. Automation has long been used to create useful content, and AI can bring exciting new ways to do so,” Google explained at the time.
However, in its 2025 update, Google has nuanced that position:
“Generative AI can be a useful tool for creating content, but like any tool, it can also be misused.”
When will the lowest rating be applied?
Google indicates that pages identified as spam They will receive the lowest rating. This group includes those whose main content has been created with little or no effort, without originality or added value For the users.
According to the guidelines:
“The lowest rating is applied if all or almost all of the page's multimedia content (text, images, audio, video, etc.) is copied, paraphrased, embedded, automatically or AI-generated, or republished from other sources, without effort or added value.”
This means that if evaluators detect that your site's content was generated entirely by AI, without significant human review or input, your page will be penalized. However, this This does not mean that Google is against the use of AI. per se. As long as it is used responsibly, with human editing, and does not represent the majority of the site, it should not have a negative impact.
Paraphrased content is also penalized.
Another focus of Google is on paraphrased content, whether done manually or with AI. This type of content attempts to replicate other texts without contributing new or useful ideas.
“Copying, paraphrasing, embedding, or republishing content does not automatically imply that a page is of low quality. However, the lowest rating is required when almost all of the main content has been reproduced with little effort or originality.”
Google clarifies that AI tools can be used to create both high-quality and superficial content. It all depends on the level of effort, originality, and value provided to the visitor.
Other factors that may lead to the lowest rating
1. Misleading information about authors or creators
If a page exaggerates or lies about the authors' experience or credentials, it will be penalized. Google will evaluate the veracity of the information, and if it detects unsubstantiated claims like "I'm an expert!" it will apply the lowest possible rating.
“EEAT (Experience, Knowledge, Authority, and Trustworthiness) assessments should be based on core content, reputation, verifiable credentials, and not on empty statements.”
2. Misleading information about the website
Google also penalizes pages whose design or purpose is deceptive. Three main types of deception are identified:
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Deceptive purpose: when a page pretends to have one purpose, but actually seeks another.
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False information about authors or content: exaggerations or falsehoods intended to gain credibility.
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Deceptive design: when a page appears to be of one type, but fulfills a different function.
3. Pages created solely for the author's benefit
If a page was created solely for commercial or personal purposes, without providing value to visitors, it will also be penalized. Google values the social or informational purposeabove the author's own interest.
Google is making it clear that the quality, originality, and usefulness of content are paramount. The use of AI isn't a problem if it's done responsibly and combined with human review and input. But if content is mass-produced without effort or real value, the site risks receiving the lowest possible ratings.
Do you use AI tools to create content on your siteThen make sure you do it with strategy, authenticity, and a focus on the end user.
Original article by María Bastero | Published on April 10, 2025 Marketing4eCommerce
