In an effort to improve the quality of results on its search engine, Google has updated its Search Quality Rater Guidelines, which means important changes for online content creators. The main change is that pages whose main content is generated by artificial intelligence or automated tools will receive a lower rating from Google’s quality raters.

This update, announced by John Muller, Google’s Senior Search Analyst, at the Search Central Live event in Madrid 2025, highlights the company’s stricter approach to low-effort content, especially when it is created entirely or mostly with AI.

What does this penalty entail?

Google has decided to apply a negative rating to pages that, when evaluated, feature automatically generated main content with little or no human intervention. This includes not only text, but also images, videos or any other type of multimedia content created in an automated way or with generative AI tools, which does not show any kind of effort, originality or real value for users.

During Muelle’s speech in Madrid, it was explained that this negative rating will apply to those pages that contain paraphrased or copied content, without providing significant value to the user. This type of content, which seeks to replicate other pages without offering something new or unique, will be considered 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 stance on the use of AI, recognizing its potential to generate useful content in innovative ways, 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 misused. Thus, pages that make improper use of this technology, creating massive content without added value, will be penalized.

One of the keys to this update is the distinction between the proper use and abuse of AI. While AI tools are not rejected outright, Google stresses that the content generated must go through a human review and editing process, and should not be the centerpiece of the page. Pages that use AI consistently, along with a human effort to ensure the quality and originality of the content, should not be negatively affected.

Types of AI-generated content penalized by Google

In this regard, Google has defined several types of content that will receive the lowest rating from quality raters. These include:

• Automatically Generated Content with No Value: pages whose content is automatically generated with little effort and without providing value to visitors.
• Paraphrased or Copied Content: Pages that reuse content from other sources without making a meaningful contribution or adaptation of value.
• Filler Content: Pages that, while visually long, lack useful and valuable information, using “filler” to inflate the content without providing anything relevant.
• Content With Intent to Manipulate: Pages created primarily for the purpose of generating revenue, without offering any real purpose or benefit to users.

The Relevance of Content in Digital Marketing

This change in Google’s policy has important implications for digital marketers and advertising professionals. SEO and quality content creation are key pillars of a successful digital strategy, and Google’s changes further reinforce the need to prioritize authenticity and user value over the quantity of content produced.

Brands and content creators should be aware that the use of AI for content generation can be beneficial, but it should not replace the human touch that ensures quality. Therefore, content marketing strategies should focus on producing unique, relevant and well-crafted material with a focus on user experience.