If you’re using artificial (AI) tools to create content, Google’s update to its Search Quality Rater Guidelines is something you need to pay attention to.
Google evaluates content differently now, which has spotlighted how AI-generated content is created and reviewed.
This shift doesn’t mean you need to stop using AI. But it does mean the standards are higher. If your content lacks a clear human touch, it might not perform the way you expect.
This blog explains exactly what changed, why it matters and how you can use these new guidelines to your advantage. We discuss:
• What Is AI Generated Content?
• How to Check AI Generated Content
• Google Cracks Down on Low-Quality AI Content
• What’s New in the QRG
• Low vs. Lowest Quality Content: What’s the Difference?
• 5 Best Practices for Approaching AI Without Getting Penalized
• Balancing Speed and Quality in the Age of AI
AI isn’t going anywhere, but how we use it needs to level up. Let’s begin.
What Is AI Generated Content?
AI generated content is any text or media created with the help of artificial intelligence (AI) tools based on user prompts.
Many marketers now use an AI generated content checker to help maintain quality and stay compliant. These tools identify machine-written patterns and flag areas that may need human editing.
When AI-generated content is paired with strong editorial oversight, it can still perform well and provide real value to readers.
Google Cracks Down on Low-Quality AI Content
In March 2024, Google rolled out a major update to its search systems with the goal of cleaning up low-quality content.
Google clarified that one of the main issues it targets is “scaled content abuse.” That’s when tons of pages are published just to rank in search, without offering real value to readers. It doesn’t matter if the content is written by a bot or a person; if it’s repetitive, shallow or feels like it was made to chase traffic, it’s a red flag.
The impact of this update is big. Google says these changes will help reduce unoriginal or low-value content in search results by up to 40%. That’s a huge shift, especially for marketers leaning heavily on AI tools.
So, Google isn’t banning AI generated marketing content, but it is cracking down on content that’s clearly made without care or purpose.
What’s New in the Quality Rater Guidelines (2025 Updates)
Google made several important updates in 2025 that content creators should be aware of. These changes sharpen how human reviewers (quality raters) assess AI-generated or AI-assisted content, especially regarding originality, value and effort.
The following are the key takeaways:
September 2025 Minor Update: Clarifications and New Examples
The September 2025 update added new examples, especially around AI Overviews, and refined the definitions of Your Money or Your Life (YMYL) topics. The overall guidance remains the same (i.e. no major change to core rating principles), but these clarifications help raters interpret borderline cases more consistently.
Updated YMYL and AI Overview Guidance
The YMYL categories were also clarified. Google expanded “Government, Civics & Society” topics, with more precise language about what kinds of content fall into that bucket. The AI Overviews examples help illustrate what kind of summaries Google wants to see and how those are evaluated.
Expanded “Needs Met” Guidance
Raters now have additional instructions on assessing content’s ability to meet user intent, even in cases where that intent might be ambiguous or nuanced. This shift puts more weight on context and usefulness, which are areas where AI-generated content can struggle. The Google quality rater guidelines emphasize user-first principles, guiding raters to look beyond surface-level signals.
Language and Example Refresh
Google updated the language for clarity and replaced outdated examples with current ones. These updates help raters better interpret content quality in today’s digital space, where generative AI plays a much larger role.
Stricter “Low” and “Lowest” Quality Definitions
The Google quality rater guidelines (QRG) refined the criteria for what qualifies as low-quality content. The update added new examples to make the guide clearer. This gives the search quality rater more concrete direction when evaluating whether content is helpful and made with intention.
While raters don’t directly influence rankings, their feedback helps Google refine its algorithms. These QRG updates are a strong signal of what Google considers valuable.
Low vs. Lowest Quality Content: What’s the Difference?
Google’s updated guidelines make a sharper distinction between what is considered “Low” and “Lowest” quality content.
“‘Lowest quality’ clearly means content that is actually trying to directly misinform, cause harm or have no purpose,” said Ron Eval Del Rosario, the Demand Generation Senior Link Building Manager at Thrive Internet Marketing Agency.
“‘Low quality’ can still potentially have value but is lacking in certain aspects, such as originality, expertise or credibility.”
When Google flags something as “Lowest” quality, it’s not talking about a rough draft or a blog post that could use better formatting. It’s calling out content that’s fundamentally broken.
These are materials created with the intent to manipulate or deliver no meaningful value. Examples include clickbait, disinformation, AI-generated spam or content designed solely for deceptive practices.
In contrast, “Low” quality content occupies a more nuanced space. While it may not be intentionally harmful, it still fails to meet core expectations and falls short in one or more of these areas: expertise, depth, clarity or authoritativeness.
“Marketers need to actively review and improve any content that could be considered weak, unoriginal, AI-generated without human review or perhaps doesn’t have credible sources to back up claims.
“In my team’s workflow, I now require trusted sources (e.g., government sites, academic journals, authoritative industry publications) as well as first-hand knowledge gained from experience.
“Instead of creating another post containing top-level SEO tips, we create content based on what actually made a difference in our own efforts (i.e., +20% of organic keywords ranking after experimenting with a link-building tactic) It’s more like replacing generic advice with evidence-based stories, ensuring that it’s at least reliable, purposeful and genuinely helpful,” Del Rosario said.
Businesses now must create content that goes beyond theory. The digital space is saturated with surface-level advice that often repeats what’s already been said, without adding anything new, most of the time.
To stand out, brands must move beyond abstract concepts and focus on content rooted in real-world application.
When businesses share proven strategies and case-based insights, they provide something far more compelling than theory: they offer credibility.
This type of content shows that the organization understands the subject matter and has actively tested and refined its approach. Readers gain not just knowledge, but context, and that creates trust.
5 Best Practices for Approaching AI Without Getting Penalized
The use of AI content creation has become a staple in many marketing workflows. However, with growing concerns over quality and compliance with Google’s evolving standards, brands must tread carefully.
The key is not avoiding AI generated marketing content, but learning how to integrate it thoughtfully and strategically.
1. Human Oversight Is Non-Negotiable
“I recommend weaving heavy human editing into the process as much as you can. As I’ve mentioned, AI can help create ideas and rough drafts quickly, but the human element is what refines that raw material into content that is credible and well worth your audience’s time,” Del Rosario said.
AI is excellent for accelerating brainstorming, generating initial outlines or overcoming writer’s block. But raw, untouched AI generated marketing content often lacks the depth that readers and search engines are looking for.
That’s why expert review from a human AI generated content checker must be applied after the draft is created. Human editors transform robotic output into useful content that delivers genuine value.
2. Align With Google’s Core Expectations
“Google’s own guidelines stress that content should be created ‘for people, not search engines,’ which implies that every piece must have real-world value, intent and expertise underpinning it,” Del Rosario said.
This core principle should guide every step of AI content creation. Google’s guidelines don’t ban AI. Instead, it warns against using it as a shortcut for producing low-effort, keyword-stuffed or misleading content.
Published materials must demonstrate intent and usefulness. They must address real problems and be written with the reader in mind.
3. Use AI to Amplify Authority, Not Replace It
“Google’s Danny Sullivan stated that long-form, AI-generated content isn’t penalized if useful, as evidence of an author’s authority. It’s also great to quote reliable sources or experts, such as your own SMEs. Content must be backed up by clear statistics and relatable examples that readers are familiar with,” Del Rosario said.
When used responsibly, AI can help organize long-form content that showcases a brand or author’s deep knowledge. However, it’s critical to include supporting evidence, citations, expert insights and first-hand examples.
Referencing trusted sources or internal subject matter experts strengthens the piece’s credibility and moves it far beyond generic AI filler.
4. Make the Content Feel Real and Relatable
“In our digital PR campaigns, I’ve learned that by integrating personal insights, case studies and actual data into our writing process, we can write pieces that feel genuine and helpful, rather than robotic or generic,” Del Rosario said.
What sets high-performing content apart is its relatability and real-world applicability. Audiences are far more likely to trust and engage with material that includes lived experience, original research or campaign results.
Case studies and lessons learned from failure add depth and resonance, which AI alone can’t generate convincingly.
5. Intentionality Is the Ultimate Filter
“In the end, it comes down to creating content that is intentional, thoughtful and has a human voice behind each paragraph,” Del Rosario said.
The safest and most effective way to use AI is to treat it as a tool, not a substitute. Content should always be created with a clear purpose and shaped by human expertise.
How to Check AI Generated Content
Some software can scan for patterns, but when it comes to identifying AI-written material, human editors remain the most effective line of defense.
Instead of depending entirely on an AI generated content checker, trained professionals can assess subtle elements of tone and clarity, which are traits that automation often fails to replicate authentically.
To check AI generated content manually, editors must watch for red flags like:
– Shallow insights
– Awkward phrasing
– Repetitive language
– Content that lacks genuine perspective
When deciding how to check AI generated content, put your trust in experienced editors. Their critical thinking and subject-matter knowledge are far more reliable than any automated tool designed to check AI generated content.
Balancing Speed and Quality in the Age of AI
With AI content creation, marketers are facing a sharper double-edged sword. The demand for speed remains high, but so does the pressure for uncompromising quality.
“Finding that balance between speed and quality has always been a challenge, and with Google’s announcement of their ‘Updated Quality Rater Guidelines’ emphasizing AI-generated content, there is now EVEN LESS room for error.”
“It is especially wiser now to consider AI more as a ‘drafting tool’ or ‘brainstorming assistant’ rather than the final writer. However, it should NEVER be the last voice. Always edit and fact-check everything before publication,” Del Rosario said.
Shifting your view of AI from “creator” to “collaborator” helps avoid mistakes and poor results. AI is great for getting started. But without strong human editing, the final content often won’t meet today’s higher standards for quality.
According to Del Rosario, here’s how businesses can protect both speed and quality in a modern content workflow:
• Draft Fast, Edit Slow
Utilize AI to develop outlines, basic content structure or even rough drafts in an instant. However, spend time fine-tuning, refining, expanding voice and adding examples so it resonates.
• Fact-Check Ruthlessly
AI can hallucinate or misstate facts with surprising confidence. Every claim, statistic or quote must be independently verified before publishing. If the resource doesn’t say something explicitly, AI can interpret something differently (sometimes maligning the truth).
• Inject True Brand Voice and Expertise
Your audience and Google’s algorithms can sense the difference between bland, generic content and authoritative content. To stand out, add a fresh perspective, case studies, original insights or real stories.
• Prioritize Depth Over Breadth
Speed can sometimes persuade marketers to seek out volume over value. Resist it. An insightful, well-researched post can now outperform a dozen shallow ones, keeping algorithmic scrutiny at bay for longer.
• Continuous Optimization
Post-launch monitoring is now part of the concept of “Quality.” Watching how audiences engage (or disengage) allows refinements to future AI-assisted workflows for even greater accuracy.
Audiences can sense when content is automated, and they’re increasingly tuning it out. Even Google’s evolving algorithms are prioritizing signals of human intent and subject matter expertise.
Human creativity, judgment and storytelling ultimately give content credibility and impact. The real competitive edge comes not from how quickly you publish but from how thoughtfully you refine it.
Strengthen Your SEO With Thrive Experts
Google’s latest updates are a wake-up call for anyone relying on AI to power their content strategy. Your content needs originality, purpose and human insight to earn trust.
AI is still part of the equation, but success depends on how well you combine automation with expertise.
If you’re ready to level up your content, Thrive Internet Marketing Agency is here to help you do it right.
Our content marketing and content writing services deliver strategy, substance and search performance. Our expert writers and editors bring the human element your content needs to stand out.
We also offer full-service link building solutions that align with Google’s latest quality standards. From custom outreach to authoritative HARO link building, we help you earn high-value backlinks that boost rankings and credibility without shortcuts or spammy tactics.
If your goal is creating content that ranks and supports long-term growth, we have the tools and team to make it happen.
Contact us to get started.
10 FAQs on Google’s Updated Quality Rater Guidelines and AI-Generated Content
WHAT IS GOOGLE’S QUALITY RATER GUIDELINE (QRG) AND WHY DOES IT MATTER?
Google’s QRG is a document used by human quality raters to evaluate search results and provide feedback. Their ratings don’t directly change rankings, but they help Google refine its algorithms. Understanding the QRG helps businesses know what Google considers “high quality.”
HOW DO THE 2025 QRG UPDATES AFFECT AI-GENERATED CONTENT?
The January 2025 update added a formal definition of generative AI and new sections on scaled content abuse and low-effort, low-value main content. The September 2025 minor update added examples involving AI Overviews and clarified YMYL definitions. Together, these updates reinforce the need for originality, usefulness and human oversight in AI-assisted content.
WHAT COUNTS AS “SCALED CONTENT ABUSE”?
Scaled content abuse refers to publishing large volumes of pages — whether human-written or AI-generated — with little originality or value. These pages often exist just to rank in search and are now at risk of being flagged as Lowest quality.
WHAT IS THE DIFFERENCE BETWEEN LOW AND LOWEST QUALITY CONTENT?
Low quality content may have some value but lacks depth, originality or expertise. Lowest quality content is fundamentally unhelpful, misleading or created with no real purpose — often copied, AI-generated without review or designed to manipulate users.
DOES GOOGLE PENALIZE AI-GENERATED CONTENT?
No. Google does not ban AI-generated content. However, it evaluates all content based on usefulness, originality and trust. AI-generated content that is unedited, repetitive or lacks unique insights is more likely to perform poorly.
HOW CAN I CHECK IF MY AI-GENERATED CONTENT MEETS GOOGLE’S STANDARDS?
Use AI detection tools as a first pass, but rely on human editors to assess tone, depth and usefulness. Check for shallow insights, awkward phrasing and lack of unique perspective — common signs of low-effort AI copy.
WHAT IS “FILLER CONTENT” AND WHY IS IT A PROBLEM?
Filler content is material that adds length but not value — fluff, repetition or unnecessary padding. The 2025 QRG explicitly flags filler as a sign of lower quality, urging creators to get to the point and deliver substance quickly.
HOW DO THE NEW YMYL DEFINITIONS AFFECT MY CONTENT?
If your business covers topics in health, finance, safety or civic information, your content now needs even higher standards of accuracy, sourcing and transparency. This is especially critical if AI tools are involved in content production.
WHAT ROLE DOES HUMAN OVERSIGHT PLAY IN AI CONTENT STRATEGY?
Human oversight is non-negotiable. Editors should fact-check, refine and add lived experience or case studies. This transforms AI drafts into credible, authoritative resources that align with Google’s “for people, not search engines” guidance.
HOW CAN BUSINESSES BALANCE SPEED AND QUALITY WITH AI TOOLS?
Use AI for brainstorming and rough drafting, then slow down to edit, fact-check and enrich the content with unique insights. Prioritize depth over quantity, monitor engagement post-publication and continuously optimize for user experience.
