Google's stance on AI is a guiding light
Guest Column: Nixan Crasto, VP- SEO & Content, PivotRoots, writes about Google's approach towards separating quality content from the 'internet's version of junk food' in the age of AI
In today's digital age, where AI-generated content is being consumed as commonly as the morning coffee, the internet is rife with speculation on how Google is going to tackle this rising tide. Google's take on this phenomenon is both refreshing and thought-provoking. They're not just blindly welcoming all AI-created content with open arms; instead, they're drawing a line in the sand. On one side, you've got AI-generated content that genuinely makes the internet a better place – think of it as the digital equivalent of adding a pinch of salt to a dish, enhancing the flavours already there. On the other side, there's the kind of content that feels like it's just filling space, the internet's version of junk food. Google's message is clear: they're all for the first kind and have little patience for the second.
As we dive deeper into this era of content creation and moderation, Google is keenly aware of the tidal wave of AI-generated articles and blogs that is now made possible and is well on its way, thanks to generative AI. It's a bit like watching a balloon inflate, wondering when it might burst. Google's response? They're not just sitting back; they're actively tweaking their algorithms to make sure that when you're searching for something, you're getting results that are actually worth your time.
But this is where it gets interesting. AI, when used correctly, can be a powerful tool to enhance content, especially for those who might not be writing in their first language. It's like having a co-pilot in the writing process, helping to navigate through the nuances of language, making sure that the final destination is something that's both insightful and easily readable. The catch, though, is that Google is looking for content that brings something new to the table; not just a rehash of what's already out there, but something that's genuinely helpful and unique.
The question of originality is where Google really gets down to brass tacks. Google has extensive experience in tackling attempts to manipulate search results through automation. Their commitment to combating spam, including the use of their SpamBrain system, will persist regardless of how spam is generated.
They will continue to work on this system, trained to spot the difference between content that's been crafted by a human and content that's been churned out by a machine. It's really fascinating. Think about the complex mix of techniques required for this – from analysing word patterns to diving deep into the probabilities that drive language models – to sniff out what's what. This isn't just about keeping spam at bay; it's about preserving the essence of creativity and originality in the vast ocean of online content.
For marketers, this is both a challenge and an opportunity. AI detectors are becoming crucial tools in ensuring that the content not only meets SEO standards but also aligns with Google's vision of authenticity and value. Imagine having a gadget that can tell you whether your content is striking the right balance between human touch and AI assistance.
But what about when these AI detectors get it wrong? That's where the human element comes back into play. It's about maintaining that editorial control, making sure that the final output is something that resonates with readers on a human level. Google's use of AI detection isn't just about policing the web; it's a reflection of their commitment to fostering an environment where content is valued less on its SEO parameters, and more for its ability to enrich, educate, and entertain the audience.
As we navigate this new frontier, Google's stance serves as a guiding light, reminding us of the importance of keeping the human at the heart of the digital experience.
