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All sorts of rumours and fearmongering circulate online about the use of AI in content generation.
Some people claiming to be in the know confidently assert that “Google devalues AI content automatically.” However, rumour aside, this simply isn’t true.
In this guide, we’ll explain how Google applies the same rules and guidelines to AI content as it does to human-written content.
So, let’s dive into everything you need to know about generating AI content for SEO visibility in 2025, putting aside hearsay and exploring what Google has to say about AI content.
What Google’s guidelines say about AI content
Google’s guidelines demonstrate a clear view on AI content. It’s a pragmatic approach built on an awareness that AI-generated content is not going anywhere.
In short, Google will not punish webmasters who use AI content just because it’s AI; however, to rank well, any AI content needs to be useful.
Here are the key points:
- AI content is not against Google’s guidelines
- Google will reward AI content, if it is deemed high quality when assessed against ranking factors
- This means it’s important to ensure AI content is created within E-E-A-T guidelines–the guidelines Google uses to assess the quality of content online
- E-E-A-T stands for expertise, experience, authority, and trustworthiness. Google encourages web users to create content that is useful to other web users
- Web users that use AI content purely to manipulate web rankings, for instance, through scale, will be considered to be creating spam and have their content devalued
Does using AI-generated content damage SEO?
To reiterate, under Google’s current guidelines, AI-generated content will not impact a website’s search rankings.
However, before rushing to post the first thing that Chat GPT generates in response to your prompt, you’ll need to think carefully about whether the content is helpful, original, and relevant.
Who owns the content generated by ChatGPT?
Open AI’s terms of use assign its users the rights to its output, relinquishing: “all its right, title and interest in the output.”
It also states that users bear the responsibility to ensure that the content generated does not break any laws.
Additionally, users can use the content created by Open AI models for any purpose, including commercial, as long as it doesn’t break Open AI’s terms or any laws.
Can I copyright the content I have generated using ChatGPT?
As Open AI assigns the usage rights to its users, it doesn’t claim copyright to the content that it produces with ChatGPT.
The US Copyright Office has issued guidance regarding the copyright registration of material generated by AI.
“To be able to register a work incorporating AI, the applicant must disclose the inclusion of AI-generated content in a work submitted for registration and provide a brief explanation of the human author’s contributions to the work.”
Is it possible to create original AI-generated content?
OpenAI’s Terms of Use state that because of the nature of machine learning, users can receive similar or identical outputs from ChatGPT. This can create blurred lines around ownership rights, ownership eradication over time as the content gets replicated, and future ownership rights.
Works are more likely to reach the threshold for copyright when AI-generated content has been sufficiently altered.
For example, if a human selects or arranges AI material in a creative way that ensures the resulting content is an original formulation. Alternatively, text modified by a human can be considered original and meet the standard for copyright protection.
AI-generated works are also more likely to be original when AI is educated about specific elements of a business's products and services, their tone of voice, branding, and other USPs.
How to use GPT to optimize AI content generation
It is important to prompt AI so it demonstrates E-E-A-T and meets Google's guidelines for creating content that’s useful and authoritative. AI content still needs to be written to be ultimately useful with the intention of helping people.
How to demonstrate E-E-A-T:
- Expert opinions - prompt the AI to include expert opinions from authoritative sources, government data, and experts from your business
- Real-world examples - include real-world stories in your prompts, specific examples, screenshots of results
- Author’s qualifications - include details about the author’s experience and background
- Cite sources - instruct the AI to cite sources and credible data to support any claims made
- Balance - show both the pros and cons of a topic
- Clear - prompt the AI to use clear and concise language, avoid jargon and write in a relatable and human style
- Competitor analysis – compare top-performing content for topics or specific keywords to find areas that you can improve on, demonstrating authority
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