Google’s New Policy on AI-Generated Content: What Does It Mean for Businesses  

Ai generated content

ChatGPT has gained immense popularity since its launch. Among its many uses, content creation is one significant application for ChatGPT and AI-algorithm.  

Apart from ChatGPT, several other AI generated content writing tools like Jasper and Writer are available in the market, with the potential for further improvement.   

But how does Google perceive AI-generated content? And what implications does such content hold for search engine optimization (SEO), Google Merchant Center, and your business?  


Google has verified that AI generated content complies with its search engine guidelines.  

What is AI generated content?  

AI generated content refers to text like blogs, articles, product descriptions and other marketing material produced by an algorithm or a machine. An AI-algorithm-based content creator generates this content after receiving input from a person. The input can be a keyword, phrase, or topic description.   

Marketers are incorporating AI generated content to automate their content marketing efforts, thereby addressing the occasional challenges of time consumption and costliness associated with the process.  

What did Google say about AI-generated content?   

Let’s go through the Automated content policy. The new policy reads: “Automated Content: We don’t allow reviews that are primarily generated by an automated program or artificial intelligence application. If you have identified such content, it should be marked as spam in your feed using the <is_spam> attribute.”  

In simple language, content generated by AI algorithms for reviews and feedback will be classified as spam.  

This policy is rational, given the intention to encourage authentic reviews. The goal is to obtain genuine reviews that offer prospective customers meaningful insights into whether they should engage with a particular company or purchase a product.  

An AI-generated content or review lacks the authenticity and depth of information that a human review would provide potential customers.   

Google’s stance on AI generated content for Google merchant center:  

Google has shown acceptance of AI-driven content creation as long as the content serves the purpose of aiding users. It should not be primarily geared towards appeasing search engines. This perspective diverges somewhat from Google’s recent communication on AI’s role in generating content.  

However, it’s reasonable to assume that reviews necessitate human experiences with a product to craft authentic feedback. It suggests that AI-generated reviews do not align with this content category. This is a point worth considering while planning content strategy.  

Further elaborating on policy clarifications, Google has also shared insights into its other Google Merchant Center policies. The following is an outline of Google’s policy clarifications:  


Content identified as spam, containing irrelevant, repetitive, or nonsensical text, is prohibited. Google suggests businesses utilize the <is_spam> attribute in their feed to designate such content as spam.   

Contact Details and Links:   

Avoid inserting phone numbers, email addresses, or URLs to external websites within review content.   

Personal and Confidential Information:   

Exercise care prevents the submission of reviews containing personal data, encompassing full names, credit card details, national insurance numbers, driving license information, and others.  

Maintain a Positive Tone:   

Google restricts you from posting reviews that employ obscene, profane, or offensive language. Moreover, avoid content that portrays violent scenes, severe injuries, death, personal attacks, or defamatory statements.   

Avoid Conflicts of Interest:   

Do not share paid reviews or inauthentic ones. Genuine, unbiased reviews hold the most value. Reviews with apparent conflicts of interest, authored by employees or individuals with vested interests in the product, are removed. Only submit reviews acquired honestly from customers who have made legitimate purchases.   

Hazardous Products or Activities:   

They restrict you from submitting reviews about regulated items that pose potential harm, damage, or danger. For instance, avoid reviews concerning firearms, tobacco products, or controlled drugs. Likewise, restrict from including content that portrays or provides instructions for dangerous and/or widely illegal activities.  

Illicit Content:  

Do not submit reviews containing or linking to illegal content. To state a few examples – do not share links promoting the sale of prescription drugs without a valid prescription, illegal drugs, counterfeit goods, or prohibited weaponry. Such content is strictly prohibited.   

No Malware or Phishing:   

Reviews should not include links to malware, viruses, or harmful software. Phishing or content that disrupts or compromises Google’s or others’ network, server, or infrastructure operations is prohibited.  

Copyrights content:   

They restrict users from posting Google merchant center’s reviews that violate others’ rights, including copyright. For further guidance or to file a Digital Millennium Copyright Act (DMCA) request, review Google’s copyright procedures.  

Trademark Compliance:   

Do not share content that employs a trademark in a manner that could confuse the origin of the reviewed product.  


Avoid submitting reviews that involve the unauthorized use of content created by other individuals or entities. Plagiarism is not tolerated.  

Summing up Google’s Advice on AI generated content:  

Regardless of the method used for content creation, individuals aiming for success in Google Search should prioritize crafting authentic, top-notch, user-centric content that embodies E-E-A-T qualities (Experience, Expertise, Authoritativeness, Trustworthiness).  

For a deeper understanding of the E-E-A-T concept, creators and businesses can refer to Google’s resource on Crafting Useful, Credible, People-Centric Content.   

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