Is AI-Generated Content The Future Of Marketing? Spoiler Alert: Google Doesn't Want It To Be, At Least Not For Written Content

author image Written by: Rabije Gashi Corluka           Categories - In The News

I was scrolling through TikTok when Keanu Reeves came up on my feed. As always, he was being awesome, recreating his most famous movie scenes. But, while I was watching the video, I couldn’t help but think how this type of shenanigans doesn’t really fit Keanus’s personality. And then I noticed – there was something different about his face. The movement of his body was completely normal, but his face was a bit off. And only after watching the video a few times was I finally able to realize it wasn’t Keanu – it was AI.


When you get bored at home #keanureeves #reeves #neo #constantine #johnwick

♬ original sound – Unreal Keanu Reeves

I have heard about this happening soon and how certain celebrities are against it since a lot of their credibility can be lost in a second. And in a world of cancel culture and vague research, this type of content could potentially ruin someone’s career and life’s work. I couldn’t help but think about this and its effect on content marketing in general? It works great for Instagram, for example – there is an AI influencer, always available, always up, always ready to post and engage the audience.

Read More: Google Search Quality Rater Guidelines Update

When you think about it, having AI do all the hard work for free sounds like a dream. But what about the good old written word? Can someone do that, too? Of course, it can.


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AI For Content

A bunch of people are using AI for creating content, it’s a known fact. The tools have become much more sophisticated and the final product is hard to distinguish from the real deal, written by a human. With GPT-3 and machine learning tools, it can seem like a content writer’s job just got a whole lot easier. Not so fast! Language is very complex and for now, it’s better to keep a real human doing the work (fingers-crossed that my boss is reading this!).

All jokes aside, when it comes to AI-generated content, there is a lot of debate in the SEO community. Plus, Google just said it’s considered spam, so there’s that.

**the crowd goes wild**

AI-Generated Content Against Google’s Guidelines

During a recent office hangout, Google’s John Mueller said that any content that is automatically generated with AI writing tools is considered spam and that if Google’s webspam team happens to find it – they can take action. However, it’s not known if Google can actually identify the content written by machines. Mueller also explained that Google doesn’t care about how the AI writing tools are being used – using them in any capacity is considered spam and is currently against their Webmaster Guidelines and could lead to a manual penalty.

“For us, these would, essentially, still fall into the category of automatically generated content which is something we’ve had in the Webmaster Guidelines since almost the beginning.

And people have been automatically generating content in lots of different ways. And for us, if you’re using machine learning tools to generate your content, it’s essentially the same as if you’re just shuffling words around, or looking up synonyms, or doing the translation tricks that people used to do. Those kind of things.

My suspicion is maybe the quality of content is a little bit better than the really old-school tools, but for us, it’s still automatically generated content, and that means for us it’s still against the Webmaster Guidelines. So we would consider that to be spam.” – John Mueller said.

What Does That Mean For You?

Well, it could be that Google’s algorithms can’t really detect your AI-generated content and you will live happily ever after.

It could also mean that eventually if someone notices it – you will face a penalty from Google.

Still, artificial intelligence is being used by respectable organizations like the Associated Press, which started using it in 2014. A lot of good can actually come from AI-generated content – overcoming language barriers, dealing with writer’s block – you name it. As long as someone at least proofreads it, it could actually work.

However, if I were you, I would stay away from it – at least for now. Call me crazy, but doing something on your own and reaping all the praise is way cooler than having a robot do it and face penalties in the end.

But who knows, if the evolution of AI means Keanu will live forever – I’m here for it!

Rabije Gashi Corluka

Rabije always enjoyed finding different angles to a story, so it’s not surprising her curiosity influenced a move to a new continent, widening her perspective. She enjoys hearing people's stories and learning about different cultures and places - but most of all, she loves putting her thoughts on a piece of paper. Her love for writing led to her studying Journalism and PR, but she actually became a storyteller during her radio-hosting era. Now, she uses her skills, experience, and love for writing to help your brand stand out.

Creative TRNDs To Look Out For In 2021


If you had to describe 2020 with one word, you might choose “unpredictable.” It has been fascinating watching the world of digital marketing adjust to unprecedented changes in real time. We’ve seen consumers change their behaviour to reflect the reclusive nature of the new world, at a pace no one predicted.

It may be hard to predict what to expect from 2021, but we’re certain that brands should be hyper-focused on these marketing trends during the forthcoming year.

Digital Marketing Trends That Are Anticipated To Be Popular In 2021

More Celebrity and Influencer Collaborations With Brands

If the massive landscape of e-commerce in 2020 were a museum, influencers would be the curators. Millions watched as these popular profiles advertised products, shared reviews, and added a splash of life to a world that stood still. Influencers are evolving: the word “influencer” is in many people’s daily vernacular, and consumers are well aware of the basics of influencer advertising. As the role of influencers evolved, brands should continue to find new ways to pair up with influencers. Here are a few ideas:

First, consumers aren’t just looking at influencers with hundreds of thousands of followers. There’s also a huge market for micro-influencers (10,000 to 100,000 followers) and even nano-influencers (1,000 to 10,000 followers). These users are often popular in niche markets, and while, they may not have as many followers as a full-blown influencer, they still have high engagement and an audience they’ve built trust with.

Long-term partnerships with influencers are also a way to maximize the effectiveness of promotional content. One-off posts can get lost in the fray of promotional work. When a brand builds a long-term partnership with an influencer, the audience develops a sense of trust – the most important factor to consider when considering influence.

Artificial Intelligence

Artificial intelligence has captured and held the entire technology industry’s attention for years. What makes AI important in 2021, is that the technology has developed quickly, and AI is more accessible for digital marketing contexts than ever before. These are a few ways brands can benefit from AI:

  • Building psychographics of visitors
  • Offering dynamic, personalized ad service
  • Calculating times of peak engagement
  • Incorporating chat bots into their website

Visual Search

Humans are visual creatures. We process images 60,000 times faster than text – research shows that it can take us as little as 13 milliseconds to process an image.

It’s not so hard to see why visual search has become so appealing. Visual search tools, like Google Lens, allow the use of an image as a search query. After snapping a picture, they have access to thousands of results about the item or scene.

How can brands count themselves in? Make sure your site’s images are labelled thoroughly and accurately (TIP: Doing this also helps users who face accessibility barriers!)

Increased Ad-Spending For E-Commerce

E-Commerce was already huge before the COVID-19 pandemic began. But the wave of shutdowns and lockdowns brought more users than ever before to the web. All brands should have their eyes on the digital marketplace.

Automated Bidding In Google Ads

If you use Google Ads as an advertiser, the amount you pay Google is determined by your quality score, your keyword’s competitive value, and your bid. Many advertisers can opt to set their bid automatically, to simplify the entire process. This step requires more than just a simple click: there are multiple automated bidding strategies you can choose from. We’ve listed some strategy settings below.

Shoppable Posts

Retailers want potential buyers to be as close as possible to making a purchase. Buyers want the purchasing process to be easier and quicker. Shoppable posts are a win-win for these parties.

Previously, brands would add retail links to social media posts. With shoppable posts – also called “social commerce” – users don’t need to click a link, because they can shop straight from the post’s interface. Instagram posts and YouTube video descriptions have this feature, and the industry is excited to see where else this feature will pop up.

Local SEO

Don’t let the popularity of online shopping make you think that local businesses don’t matter to consumers. Local brands should pay close attention to local search engine optimization techniques. When people are curious about nearby venues and services, they use search engines to find them.

These are some useful local SEO techniques:

  • Structure your citations with clear, up-to-date information. This means ensuring that addresses, phone numbers, and hours of operation are accurate. COVID-19 may have changed your business’ hours or services, so ensure that people who find your business have the right information.
  • Looking for keyword ideas? Use “[service] in [location]” as a formula. Examples include “hairstylist in Montreal”, “Mediterranean restaurant near me”, or “auto repair shop in downtown Ottawa.” This is how people typically phrase their searches for local businesses.
  • Try searching your own business, or look up a term someone would use to find your business. Does your brand look like it measures up to what your competitors offer?

Voice Search

The next huge trend in search engine optimization is voice search. Many users choose to make search queries by speaking into their smart home device or phone, rather than typing. This option is faster, feels more natural, and offers the benefit of accessibility to plenty of users.

To make your brand voice search-friendly, write using conversational language, or phrasing that sounds natural. Someone using voice search will more likely say, “how do I paint my walls?” rather than “wall painting instructions”.


Video has been popular for over a decade. So why is it more important in 2021?

Over the last year, viewers’ eyes were glued to videos on streaming services, YouTube, and other social networks. Video is informative and engaging, and showcases your brand in an authentic manner. Plus, audiences love dynamic visuals, and you can keep their retention by incorporating video into your digital brand.

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