AI-generated content has become a commonplace tool for many, and it’s safe to say that most of us have dabbled in it. If someone claims otherwise, they’re either not being entirely truthful or they haven’t opened ChatGPT, Gemini or Claude yet. When I first wrote this post in 2023, the big question was whether Google would punish AI writing. In 2026, the answer is much clearer, and so is what it means for your website.
What happened between 2022 and 2026
One of the most significant disruptions came with the Helpful Content Update in August 2022, followed by a stronger version in September 2023. The effects were nothing short of catastrophic for many sites, leading to drops in traffic similar to what small businesses faced during the pandemic.
It reminded me of the scene in Avengers: Infinity War when Thanos snaps his fingers and half of all life disappears. From a personal standpoint, as a content creator, there was a lingering sense of regret about not building a stronger community and deeper connections with my audience. I have been working on that since.
Then things moved fast:
- February 2023: Google said it rewards high-quality content however it is produced. Using AI is not against its guidelines. Using AI mainly to manipulate rankings is.
- March 2024: Google folded the helpful content system into its core ranking systems and introduced a spam policy against scaled content abuse: mass-producing pages, by AI or by people, mainly to rank rather than to help readers.
- 2024 to 2026: AI Overviews and then AI Mode began answering many questions directly on the results page, so fewer searches lead to a click at all.
Does Google penalise AI content?
Not for being AI. Google cares about whether a page is helpful, original and trustworthy, not about which tool helped write it. What gets sites into trouble is:
- Hundreds of thin, similar pages published to target keywords
- Content that adds nothing beyond what is already on the web
- Wrong facts, invented statistics and advice nobody has tested
- Pages with no clear author, experience or reason to trust them
In my 2023 version of this post, I suggested ways to keep AI content from being detected. I no longer think that is the right question. Trying to sneak AI text past Google misses the point. The question is whether the page is genuinely useful, whoever or whatever typed it.
How content creation changed
Let’s take a short journey through how content has been made. In the early days, it was crafted with meticulous care. Creators battled the blinking cursor or threw away crumpled drafts. Word processors and tools like Grammarly were a welcome relief. Content spinners came next, mostly producing nonsense. Today, AI can draft a full article in seconds.
Content creation is still an arduous, often solitary job. Running a YouTube channel or a blog for years without running out of ideas is no small feat. As creators, we take any help we can get, including AI. The difference now is that AI-written drafts are everywhere, so the human parts are what stand out.
What still works in 2026
- First-hand experience. Real numbers from your campaigns, real client stories, photos you took. AI cannot invent your experience, and readers and Google can tell.
- A clear author. Say who wrote the page and why they know the topic.
- Accuracy. Check every fact and number an AI tool gives you. It will confidently make things up.
- Fewer, better pages. One genuinely useful guide beats twenty thin ones.
- Being quotable. Clear answers, specific data and FAQs make your page more likely to be cited in AI Overviews and AI chat answers.
- Your own audience. Email lists, WhatsApp communities and social followings matter more now that search sends fewer clicks.
How I use AI for content
So, should you cancel your ChatGPT subscription? Probably not. I use AI for research, outlines, first drafts and editing. Then I add what only I can add: my results, my examples and my opinion, and I check every claim. Used that way, AI makes good content faster rather than replacing it.
And if all else fails, it’s never too late to open that coffee shop you’ve always dreamed about.
If you want your website and content to perform in search and AI answers, see my skills and services, or read my guide to Google Search in 2026. And if our paths ever cross, I might just treat you to a cup of coffee!
