Whichever sector your organisation is in, you’re probably using AI in some capacity - whether you like it or not. And if you’re trying to boost organic traffic to your website, you might even be using AI to write content.
At Designtastic, all of the content we produce for our website, and for the websites of our clients, is written with, at most, minimal assistance from large language models, e.g. ChatGPT. It can certainly be helpful when it comes to planning the blogs, as well as planning our general SEO (search engine optimisation) strategy. Crucially, though, our content is written, never generated.
But not everyone can afford to put in the time, effort and money required to write their content themselves. More and more frequently, B2B organisations are turning to AI. But is Google okay with that? And even if they are okay with it, should you be doing it?
Why do companies publish artificially generated content?
The reason so many companies are publishing artificially generated content is quite simple, really. It often seems the easiest, fastest, most cost-effective option. At the end of the day, even if the content is shallow and lacks value and authenticity, many organisations simply don’t care, especially if churning out several AI blogs a week is actually benefiting their SEO.
Which brings us to our next point: does Google allow this content?
Does Google allow it?
Yes. That’s the short answer. As a rule, Google does allow AI-generated blogs, and would not penalise a website simply for publishing such content. The main reason for this is likely because, while tools like AI detectors can be pretty accurate when it comes to longform content, it’s hard to point to a single 500-word blog and determine, beyond a shadow of a doubt, that it was written by AI.
So, as long as it’s not explicitly being used to manipulate search rankings (by publishing 100 blogs per day, for example), AI content is not penalised by Google. There’s a fairly substantial ‘but’ on its way, as you might have guessed. First, though, let’s look at the potential benefits of using AI content.
The (short-term) benefits of using AI content
If AI content is the only kind of content you have the capacity to produce for your website, then obviously it can feel like a godsend. And if the only alternative would be publishing no content at all, then you can’t really blame organisations for picking the AI option.
Plus, since Google doesn’t punish artificially generated content as a rule, targeting specific keywords with a regular stream of content can definitely have a positive impact on your search rankings… in the short term, at least.
The (long-term) negatives of using AI content
In the long term, things are a bit more complicated.
It can be very tempting to simply publish more and more (and more) content targeting the same keywords. If your search rankings are going up, then your traffic is probably going up too. And that’s good. Obviously. But after a certain point, your artificially generated content is going to get more repetitive, more shallow and more derivative. Even in 2025, Google still holds firm that they value EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) above all else.
So, while a quickfire stream of ChatGPT content might result in quick search ranking wins, it’s impossible to know how long that will actually last. Because let’s face it: if you’re using AI to generate hundreds of blogs with minimal input from an actual human… does that content reflect your own experience? Does it reflect your expertise, your authoritativeness, your trustworthiness? Realistically, it probably reflects none of them. So could you really blame Google’s algorithm if it ultimately agrees?
Conclusion: does Google penalise artificially generated content?
Google does not penalise content purely for being artificially generated, so we completely understand how tempting it can be to churn out lots of AI blogs purely to boost your search rankings.
However, we also firmly believe that in the long term, the only content with legitimate value is the content written or competently edited by humans who know what they’re talking about, and who have something worthwhile, and original, to say.
