AI generated content and SEO: Where does Google draw the line?

Lia Bartley

At first glance, letting AI (artificial intelligence) churn out your blog might look like a stroke of genius. Beneath the sheen of efficiency, however, lies a real risk.

Google does not ban AI generated text outright. What it does penalise is automation deployed purely to game search rankings with little value for real people. The key debate is whether content adds genuine insight or simply recycles what’s already online.

Google’s policy is clear. AI assisted content is not inherently spam. But if you publish bulky AI drafts without human review, editing or fact checking, you dive straight into Google’s spam filter. Its ranking systems reward originality, authenticity and purpose – not volume, not generic filler.

Studies from mid-2025 confirm this stance. AI doesn’t automatically trigger penalties. However, content that is vague, inaccurate or overly formulaic underperforms. SEO (search engine optimisation) experts agree that purely AI text rarely ranks because it lacks depth and specificity.

Where does Google draw the line?

It’s straightforward. Content must meet the search engine’s E E A T standards. That means Experience, Expertise, Authoritativeness and Trustworthiness, whether written by a human or machine. Does it offer fresh perspective? Does it solve a real user problem? Is it transparent and reliable?

If you use AI tools at all, we recommend treating them strictly as first draft assistants. Writers should check facts, use examples, employ brand voice and ensure content actually helps readers rather than purely stuffing keywords.

At Engage Web, we specialise in SEO copywriting that aligns with Google’s standards. More importantly, we create content that feels undeniably human. Our content is optimised for search but written by humans who know how to actually engage people. If your goal is sustainable rankings, traffic and trust, we can help.

About
Latest Posts

Lia Bartley

Content Editor at Engage Web

With years of experience in the financial sector, Lia has swapped the world of mis-sold PPI in exchange for life as an eagle-eyed editor at Engage Web, ensuring our wonderful clients have equally wonderful content on their websites.