Last updated: February 4, 2025

1. Introduction

The January 23, 2025 edition of Google’s Search Quality Rater Guidelines explicitly references Generative AI and AI-generated content in several sections. While Google does not ban AI-generated material, the guidelines stress that content creators must meet the highest standards of E-E-A-T (Experience, Expertise, Authoritativeness, Trust), particularly for sensitive or YMYL (Your Money or Your Life) topics. This article compiles the actual quotes from the Guidelines, analyzes their meaning, and explains how they impact page quality ratings.

2. Core References to Generative AI in the Guidelines

The Guidelines include direct, real quotes that address AI usage, especially in Sections 2.1, 4.6.5, and 4.6.6. Additional context about YMYL standards, E-E-A-T, and spam detection also has implications for AI-generated content. Below are the key passages and what they mean.

3. Key Quotes, Meanings, and Rating Impacts

The table below consolidates the main references to AI-generated content in the Guidelines, showing exact quotes, the guidelines section, the meaning, and how each quote impacts ratings:

Section & SubsectionExact Quote from the GuidelinesMeaning / CommentaryImpact on Ratings
2.1 Important DefinitionsGenerative AI is a type of machine learning (ML) model that can take what it has learned from the examples it has been provided to create new content, such as text, images, music, and code. Different tools leverage these models to create generative AI content. Generative AI can be a helpful tool for content creation, but like any tool, it can also be misused.Google clarifies that Generative AI can produce text, images, etc. while noting that the method of creation itself is not automatically penalized. The risk of “misuse” underscores the need for responsible oversight and editorial review.Not automatically Low or Lowest rating if AI is used. However, content must be curated, checked for accuracy, and provide value. “Misuse” could mean spammy or low-effort pages = Lowest.
3.4: E-E-A-T & TrustTrust is the most important member of the E-E-A-T family because untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem. […] Different types of pages require different levels and types of expertise to be trustworthy. […] The website or content creator may not be a trustworthy source if there is a clear conflict of interest.Although not exclusively naming AI content, E-E-A-T heavily applies to how content is produced and verified. Trustworthiness cannot be compromised by careless or automated generation.AI text must be accurate and not conflict with expert consensus, especially for YMYL subjects. Misinformation or an untrustworthy approach = Low/Lowest rating.
4.6.5 Scaled Content AbuseCreating an abundance of content with little effort or originality with no editing or manual curation is often the defining attribute of spammy websites. […] Pages and websites made up of content created at scale with no original content or added value for users, should be rated Lowest, no matter how they are created. […] Even if you are unsure of the method of creation, e.g. whether or not the page is created using generative AI tools, you should still use the Lowest rating when you strongly suspect scaled content abuse […]This points to mass-produced AI articles that offer no unique perspective or credible oversight. The mere presence of huge amounts of AI text can raise flags if it shows “no editing or manual curation.”Immediate “Lowest” rating if the site floods search results with repetitive or near-duplicate AI. Key factor: “little effort or originality”.
4.6.6: MC Created with Little to No EffortAll or almost all of the MC on the page (including text, images, audio, videos, etc.) is copied, paraphrased, embedded, auto or AI generated, or reposted from other sources with little to no effort, little to no originality, and little to no added value for website visitors […] The use of Generative AI tools alone does not determine the level of effort or Page Quality rating. Generative AI tools may be used for high quality and low quality content creation. […] However, the Lowest rating is required when there is little to no effort, little to no originality, and little to no added value for website visitors.Google directly references “auto or AI generated” content as a factor for the Lowest rating if all or nearly all the text is just rehashed from elsewhere. At the same time, they clarify that AI does not by itself mean Low rating—human editing and added insight can create high-quality results.Pages composed entirely of unoriginal or mass-produced AI text will be rated “Lowest.” AI content + real editorial value can earn higher ratings if it meets user needs.
4.6.7: How to Determine if Content is CopiedSometimes content is ‘paraphrased’ from another source. We will consider MC to be paraphrased if it contains content that is unoriginal […] Summaries or paraphrased content may have a different organizational structure than the original source. If you strongly suspect the page is not the original source, consider it likely to be copied or paraphrased. […] The use of Generative AI tools alone does not determine the level of effort or Page Quality rating. Generative AI tools may be used for high quality and low quality content creation.Rewritten text—whether by a human or an AI—without meaningful curation or unique content is suspicious. Raters are instructed to look for added value, not just rewording.Outcome: “Lowest” if it’s purely paraphrased text from others with no new info. If AI paraphrasing is heavily curated, verified and truly adds value, it can still earn Medium/High ratings.
YMYL & Trust Requirements
(Various Subsections, e.g., 3.0, 3.4)
Pages on YMYL topics require a high level of trust. […] If a page on YMYL topics is highly inexpert, it should be considered Untrustworthy and rated Lowest.YMYL topics (medical, financial, legal, safety, etc.) have extra scrutiny. AI-driven pages in these categories must be especially accurate, reflecting expert consensus.Harmful or misleading AI content on YMYL topics = Lowest rating. Thoroughly fact-checked AI on YMYL can rate High or Highest, so long as it meets E-E-A-T standards.

4. Overall Takeaways for AI-Generated Content

  1. Generative AI Alone Is Not Penalized. The Guidelines explicitly state that “The use of Generative AI tools alone does not determine the level of effort or Page Quality rating.”
  2. Mass Automation Without Value = Lowest. “All or almost all of the MC […] is auto or AI generated with little to no originality” leads to the Lowest rating.
  3. Trust & Accuracy Reign Supreme. YMYL pages require that AI outputs be fact-checked. Misinformation or untrustworthy claims become “Lowest.”
  4. Manual Curation Is Key. Google expects human oversight, editing, or expertise to refine AI content into truly helpful pages.
  5. E-E-A-T Applies Regardless of Creation Method. The content’s accuracy, uniqueness, trust signals, and alignment with user needs remain the central focus.

5. Best Practices Checklist

Below is a quick, more detailed checklist for webmasters and content creators who use AI:

  • Enrich AI Text with Real Expertise: Provide expert commentary, thorough editing, references, or personal experiences.
  • Avoid Large-Scale “Spin” or Paraphrasing: If your site auto-generates content at scale, watch for duplication or thin text. Add uniqueness and verify facts.
  • Enhance “YMYL” Trust: On health or financial topics, use external citations, professional credentials, disclaimers, and ensure correctness.
  • Monitor Quality Over Time: Don’t just rely on the AI’s first output. Keep updating and improving content for accuracy and relevance.
  • Spot Check for Spam Signals: If your content heavily repeats the same paragraphs or keywords, the page could be flagged as “spammy.”

6. Conclusion

The Search Quality Rater Guidelines explicitly acknowledge that Generative AI can produce high or low quality content, depending on the human effort, originality, and trustworthiness behind it. As quoted in Section 4.6.6: “The use of Generative AI tools alone does not determine the level of effort or Page Quality rating. Generative AI tools may be used for high quality and low quality content creation.” Ultimately, high E-E-A-T requires fresh insights, facts, references, and editorial curation. Websites employing AI responsibly—especially for YMYL topics—can achieve High or Highest ratings if they satisfy user intent, maintain accuracy, and add substantial value.

By following these guidelines and focusing on providing real benefits to users, content creators can safely leverage AI for faster and more versatile content creation without sacrificing Google’s quality standards.