If you're reading this article, you've probably already read several AI-generated texts today – without knowing it. That's not inherently bad. But it presents businesses with a central question: how do I use AI for my content without it becoming generic, interchangeable and ultimately worthless?
The Problem with "AI Slop"
The industry has a term for it: "AI slop" – mass-produced, superficial content that reads identically across websites. Recognisable by the same formulaic phrases, the lack of depth and the absence of original perspectives. Google rolled out several algorithm updates in 2025 specifically targeting this type of content. The result: websites that relied on AI mass production without quality control lost significant visibility.
AI as a Tool, Not an Author
The key lies in defining roles. AI is an excellent tool for research and briefing creation, structuring and outlining complex topics, creating first drafts for human editing, optimising metadata and SEO elements, and translation and localisation.
AI is a poor substitute for original expertise and opinions, personal experiences and case studies, current industry insights and nuanced argumentation. The formula: AI for efficiency, humans for value.
How AI-Assisted Content Works in Practice
In our agency, we use a three-step process. Step 1: AI researches and creates a briefing with current data, sources and an outline. Step 2: A subject matter expert creates the content based on the briefing – with their own expertise, their own examples and a clear perspective. Step 3: AI assists with the finishing touches – metadata, readability checks, structured data.
The result is content that leverages the efficiency advantages of AI while delivering the depth, credibility and uniqueness that Google (and your readers) demand.
What Google Actually Evaluates
Google's guidelines are clear: it doesn't matter whether content was created by AI. What matters is whether it's helpful, reliable and user-centric. The E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) applies regardless of the creation process. Specifically: demonstrate experience through your own case studies and examples. Demonstrate expertise through depth and precision. Build authority through consistent publishing and industry presence.
Want to integrate AI meaningfully into your content strategy? Sidora AG develops content workflows that combine AI efficiency with editorial quality. Let's talk about it.
