Google will penalize pages with content generated by AI

With the aim of improving the quality of the results in its search engine, Google has updated its Search Quality Rater Guidelines (Guidelines for quality evaluators), which means important changes for online content creators. The main novelty is that the pages whose Main content is generated by artificial or automated intelligence tools will receive a lower rating from Google quality evaluators.

This update, announced by John Muller, Senior Search Analyst de Googlein the event Search Central Live en Madrid 2025highlights the most strict approach of the company made the low effort content, especially when it is created in the most or mostly with AI.

What does this penalty imply?

Google has decided to apply a negative qualification to the pages that, when evaluated, have a main generated content automatically generated with little or no human intervention. This includes Not only the text, but also images, videos or any other type of multimedia content Created automatically or with generative AI tools, which does not show any type of effort, originality or real value for users.

During the spring intervention in Madrid, it was explained that This negative qualification will apply to those pages containing paraphrased or copied content, without contributing significant value to the user. This type of content, which seeks to replicate other pages without offering something new or unique, will be considered as low quality, even if the content is attributed to other sources.

Google’s relationship with AI

Although Google had shown in the past a more flexible position on the use of AI, recognizing its potential to generate useful content in an innovative way, the company has decided to adjust its strategy. From now on, Google considers that generative AI can be a useful tool for content creation but can also be used incorrectly. This is how the pages that make improper use of this technology, creating massive content and without added value, will be penalized.

One of the keys to this update is the distinction between the proper use and the abuse of AI. While the AI ​​tools are not totally rejected, Google emphasizes that The generated content must go through a human review and editing process, and should not be the centerpiece of the page. The pages that use AI in a consistent way, together with a human effort to ensure the quality and originality of the content, should not be negatively affected.

Types of content generated by the penalized by Google

In this sense, Google has defined several types of content that will receive the lowest qualification of quality evaluators. Among them are included:

• Automatically generated content without value: Pages whose content is automatically generated with little effort and without contributing value to visitors.
• Paraphrased or copied content: Pages that reuse content of other sources without making a significant contribution or a value adaptation.
• Fill content: Pages that, although visually long, lack useful and valuable information, using “filling” to inflate the content without providing anything relevant.
• Content with manipulation: Pages created mainly with the aim of generating income, without offering a real purpose or benefit to users.

The relevance of content in digital marketing

This change in Google’s policy It has important implications for digital marketing professionals and advertising. SEO and the creation of quality content are fundamental pillars for the success of a digital strategy, and Google changes further reinforce the need to prioritize authenticity and value for the user above the amount of content produced.

Content brands and creators must be aware that the use of AI for content generation can be beneficial, but should not replace the human touch that ensures quality. Therefore, content marketing strategies must focus on the production of unique, relevant and well -elaborate material, with an focus on user experience.