Google is Catching on to the Influx of Branded AI-Generated Content  

When generative AI tools first came on the market, many brands were quick to adopt them for image and content generation. They seemed like an obvious way to crank out loads of keyword-stuffed copy and enhance SEO performance with minimal effort and cost. Right? Not exactly. As we have observed for some time, human players need to remain in the mix, adding nuance, insight, and essential knowledge that surpass what LLMs can scrape, synthesize, or stuff between two em dashes.

Recent reporting speculates that Google’s August spam update was specifically focused on detecting AI-generated content. This is important because Google now actively identifies and terminates networks of mass-generated AI spam via its scalable cluster termination systems. Because AI tools use giveaway formatting and often generate content with minimal original value, they often fall into this spam category.

Does this mean that AI tools have no utility for content creators and brands? Not necessarily. Interestingly, even before the days of generative AI, keyword-stuffed articles that read as SEO fodder (rather than content that a human might enjoy) were similarly low-value to the algorithm. The trend, then, is a pattern aligned with Google’s longer-term trajectory: what’s effective is unique, original takes with proprietary information that belongs solely to a brand and is not driven by a template. Plus, if users trust a site well enough to engage with it meaningfully, no matter how the content was made, Google will see the site as more credible.

If AI tools have you confused, excited, or unsure how to move forward with a digital strategy, don’t panic. There is a way forward, and it takes time and strategy to get it right. At ASTRALCOM, we’ve been navigating seismic shifts in online search for decades. We provide comprehensive content strategy services to support brands as they identify and promote their authentic, unique voice.