Google’s Latest Guidelines on AI Content: What You Need to Know

In January 2025, Google updated its Quality Rater Guidelines with more details about AI-generated content. If you run a website or produce content, this is important stuff.

Let’s break it down simply.

What did Google say before?

Back in February 2023, when tools like ChatGPT were taking off, Google made its position clear:

“Google supports high-quality content - no matter how it’s made.”

That meant content made with AI could still rank well, as long as it was useful and original.

We wrote about this  at the time. 

So what’s changed now?

Fast-forward to 2025. Behind the scenes, Google uses independent contractors called quality raters to evaluate search results. These raters help Google test whether users are getting relevant and trustworthy content.

To guide them, Google regularly updates a document called the Quality Rater Guidelines (for the more curious, here's the whole pdf document).  In the latest version, Google is much firmer about content created with AI.

Here’s the key point:

If the main content of a page is created using automated tools or AI with little originality or effort, raters are told to mark it as “Lowest” quality".

It hardly needs saying that content rated as the lowest quality is not going to rank well, so it won't drive traffic. It could also potentially harm the overall reputation of your site.

What gets a “Lowest” rating?

Google recognises that generative AI (its term for AI models that create new content) can be a helpful tool, but that it can be misused. According to the new guidelines, here are some red flags:

• Content created quickly or at scale using AI, without much editing, research, or added insight.
• Pages that simply summarise, copy, or rephrase existing content from other sources.
• Pages that don’t add original value for the reader.

Even if content gives credit to the original source, it can still be rated “Lowest” if it doesn’t offer something new or useful.

Is it safe to use AI if I edit it?

Yes, but only if you put in real effort to improve it.

Google has a separate category called “Low” quality for content that’s partly AI-generated but still lacks originality or depth. 

Examples include:

• Social media reposts with barely any commentary.
• Pages filled with other people’s videos or images, but with little explanation or discussion.
• “Best of” lists that just repeat what others have already said.

As with Google's Lowest quality rating, content rated as Low will not perform well in Search.

How to use AI the right way in content creation 

Tools like ChatGPT can be helpful, but they’re not a shortcut to ranking well in search. Instead of asking AI to “write an article,” try this approach:

1. Start with a clear prompt

Tell the AI what your topic is, and who your target audience is.

2. Ask for a reader persona

Get the AI to describe your ideal customer: What are their problems? What do they care about? What questions do they have?

3. Build a document wireframe first

Ask the AI to suggest a structure for your article – headings, key points, places where case studies or stats might go.

Pro tip: Don’t let AI write the article from here, even if it offers to do so!

4. Add your own experience

Review what the AI suggests (it isn’t always right!) and add your real-world insights. Use your expertise, stories, stats, customer FAQs – things only you know and which are specific only to you or your business.

5. Write the article yourself

Use the AI’s structure to guide your writing, but keep the words and examples original.

6. Let AI help to polish

Once your article is written, you can ask AI to proofread or refine your language, but the core content should be yours.

This method keeps the content original and valuable, which is exactly what Google wants.

Want help applying these tips? Our team can support you at every step.

Other things that can hurt your content quality

Aside from AI, the updated guidelines also warn against:

• Filler content

Avoid bloated text, overly long intros, endless salesy promotion or pointless ads that attempt to make the page seem longer or more useful than it is. Make every word count.

• Exaggerated or mildly misleading claims

The moral here is: “Show, don’t tell”. Don’t claim you’re an expert unless you can prove it. Instead of saying “we’re the best,” show:

• Real testimonials
• Awards
• Qualifications
• Case studies

If you can’t show it, don’t say it.

These updates underline what Google has always cared about: trustworthy, helpful, original content that reflects real expertise and genuine experience.

Need help creating great content?

Whether you're using AI tools or writing from scratch, we can help. Get in touch for an informal chat – we’re happy to guide you through it.