While content will remain in high demand in 2025, creating high-quality content can be time-consuming and expensive. The good news is that generative AI has made it possible for brands to create large volumes of content fast and efficiently. From copywriting to creating images and videos, generative content has made the content creation process a breeze. This has also raised the need for generative engine optimization to rank sites highly on Google.

However, many concerns have also been raised about the impact of generative content, such as its accuracy and the ability to connect emotionally with readers. Another concern has been whether AI-generated content ranks on Google and other search engines. Join us as we try to answer this question.

The Impact of AI on Content Performance

Studies indicate that the impact of AI on content performance is usually mixed. 34% of AI content users suggest that it helps them boost their performance. Another 19% say it has no impact on their performance, while 6% suggest it actually hurts their performance. Another study shows that 219% of users of generative AI suggest it helps them improve their content creation process, but doesn't improve their ROI.

When it comes to content creation, generative AI is most helpful with certain aspects, such as brainstorming a topic or suggesting a topic. The performance of generative AI content depends on various factors, including the type of content, the input provided, and the quality of the AI content generator. It also depends on the individual needs of your audience. Even when broken down by content type, some formats will thrive, while others may struggle.

According to a HubSpot study, some types of AI content are likely to perform better than others. For instance, 45% of people believe that educational content, such as tutorials and how-to guides, is likely to perform better. Another 37% believe that comparisons and reviews are performing better. Therefore, if this is the kind of content you're creating, AI may be a good choice for you, and this type of content is likely to pay off for AI creators.

On the other hand, certain kinds of content are likely to fail as AI content. For instance, 30% of users believe that AI content cannot work for personal stories, while 28% find it ineffective for opinion pieces. This can be attributed to the fact that these formats require a personal touch and a unique voice to ensure that everything remains relevant and fresh, even with the use of AI.

Therefore, if AI content offers clear and real value, it is more likely to succeed. Conversely, personal content may struggle to match up.

Will AI Content Rank on Google?

According to Google, AI content doesn't impact SEO ranking. Google suggests that as long as content is original, relevant, and helpful, it will still rank. That means Google doesn't pay a lot of attention to how content is created but is more concerned with content quality. However, some independent studies have been done suggesting that AI content doesn't perform as well as original content.

One clear thing is that well-performing AI content is the one that utilizes the EEAT framework, as Google prefers helpful content that shows expertise and is published on trustworthy and authoritative sites. 

This also poses a challenge for AI content when the value is tied to the creator’s authenticity.  Another challenge that creators are likely to face is the flooding of the internet with AI content, making it hard for creators to stand out.

Challenges of AI-Generated Content

As noted earlier, AI can help enhance the content creation process. However, it also comes with various limitations, such as:

Inaccurate, Biased, and Outdated Information

The content produced by AI tools depends on the models through which they are trained. This also means that many AI models can't determine whether the information collected from the internet is accurate or not. The tools can produce unreliable, biased, or outdated information. This is in addition to the fact that AI models also utilize very limited data.

For instance, older models of ChatGPT could only access data up to 2021, whereas the latest models can now access the most recent information. Since Google often prioritizes the latest information or data, if you have outdated data, you will struggle to rank on Google.

Duplicate Content

Imagine a scenario where millions of marketers all ask ChatGPT the same questions and use the responses in their content. When Google crawls the pages, it will consider the content unusual and lacking the necessary expertise. That doesn't mean AI content is inherently bad, especially if it adds value. However, most marketers have reported generating AI content that was largely generic and didn't reflect the outstanding craftsmanship and quality they preferred in their content.

To address these challenges, AI content must be combined with human expertise. For instance, AI can generate the first draft while human writers refine it to match the tone of your brand. This is a great strategy for reducing content creation time while adding a level of authenticity.

Tips for Using AI-Generated Content for SEO

If you would like to use AI content to rank better on SEO, consider using the following tips:

Remain Transparent

One of the mistakes that website owners make is to assume that when their audience realizes they are using AI to create content, they will lose their trust. However, this is not always the case and can, in fact, help to build the audience's trust.

Leverage Thought Leadership

With the pressure put on marketers, such as strict deadlines, the allure of using AI to generate content fast can be real. However, it can have a downside in that you may struggle to build genuine connections with your brand. 

While generative AI may be a short-term fix, it can be hard to make a brand story. This is why you must have human-centric strategies, such as human-centric thought leadership on Threads, webinars, and interviews. This can be a good strategy for amplifying your content across different marketing channels to expand its reach. 

Observe Newly Automated Processes

AI tools such as ChatGPT have created unmatched automation and scaling opportunities that would otherwise take much time to complete. The automation can analyze various content and enhance insights to enable the creation of content that ranks well on search engines. For instance, AI trolls can help create outlines or even a first draft, streamlining the writing process. Similarly, the system can make keyword research easier.

In Conclusion

While generative AI has helped to hasten the content creation process, it also has limitations. One of these challenges is ranking on search engines. It can also be more challenging to connect emotionally with your audience when using AI-generated content.  There are also ethical implications for AI-driven content creation. This is why there is a need for AI content to be combined with human input.