October 19, 2026 •

Creating content at scale with ChatGPT, Claude, Gemini, and others is increasingly dubious for search engine optimization.

Over the past year, Google has updated and expanded its guidelines for AI-generated content, stating:

For organic search success , produce original, high-quality, people-first content demonstrating EEAT — experience, expertise, authoritativeness, and trust.

Using generative AI tools or other similar tools to generate many pages without adding value for users may violate Google’s spam policy on scaled content abuse .

The new guidelines also encourage publishers and businesses to disclose AI use in content creation so readers know the origin. In my experience watching Google combat aggressive ranking tactics, these guidelines may soon become required.

Other signs suggest Google is working to detect and filter AI-generated content from search results.…