AI is causing Google to rethink how it ranks content 🤔

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AI Marketing School Newsletter #32

Google’s considering changing its E-E-A-T search rater guidelines

Google recently shed light on its approach to AI-generated content, specifically through the company’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) lens.

E-E-A-T is a vital component of Google’s Search Quality Rater Guidelines, the handbook that Google’s Quality Raters use to evaluate the quality of search results.

While it’s not a direct ranking factor, Google seeks to promote content with high E-E-A-T. This means:

• The creator demonstrates first-hand experience with the subject matter

• They possess topical expertise

• The creator, website, and content are authoritative

• And are trustworthy (e.g. are factually accurate and cite reputable sources)

But there’s an issue.

AI tools can’t claim to have ‘experience’ in any domain—making it impossible for AI-generated content to meet the first ‘E’ in E-E-A-T.

Discussions around E-E-A-T and AI content are heating up internally at Google. The tech giant is currently reviewing its E-E-A-T policy and suggested that changes are on the horizon.

Stay tuned for more information.

What this means for marketers

• Focus on quality: Google still prioritizes quality above all else, regardless of whether content is machine-generated or human-written.
  
  

• Labeling is at your discretion: Google's current position doesn't require marketers to explicitly label AI-generated content.
  
  However, the company states that publishers should decide themselves as to whether transparency about AI involvement will enhance the user experience.

  
  

• Human-generated content should have a slight advantage: Google reminded attendees that its algorithms have been designed to favor human-generated content. This suggests that human-written material may have an edge in search rankings.

• Its E-E-A-T policy is evolving: Google's ongoing internal discussions about how AI content fits with E-E-A-T principles indicates that new guidelines may be on the horizon. Expect change.

Meta launches “human-like” AI image creation model

Meta Platforms has released a new "human-like" AI image creation model, I-JEPA, which can complete unfinished images more accurately than existing models.

I-JEPA uses a more holistic approach than other generative AI tools, applying background knowledge about the world to fill in image gaps rather than just considering adjacent pixels.

This will allow the technology to avoid common errors in AI-generated images, such as hands with extra fingers.

Learn more here.

What this means for marketers

• Using the I-JEPA model could lower creative costs. For example, if you provide the model with a picture of a single fan celebrating at a sports match, it could then fill in the rest of the image with thousands of other AI-generated fans… for free.

• This may also speed up ad creation. Why spend hours creating the perfect image (e.g. a couple drinking your wine on a gondola in Venice at sunset) when you should just provide a portion of the image and let AI fill in the rest?

• However, expect Meta to keep a fairly close hold over the technology. It’s likely they’ll only allow companies to use it while advertising on Meta-owned platforms (like Facebook and Instagram).
  

🎥 The best AI-generated ad yet?

Looking to gain 5,000 lbs of muscle while toning up your horseface and flabby buns?

If so, you need to check out this AI-generated ad for the fictional ‘Shak Shaker Shamillion’ product.

The voiceover isn’t bad—it’s a decent impression of Shaq. The images are equal parts hilarious and disturbing.

The copy, however, is brilliant.

“Shake two shak shakers for a shake shak shaker of a shak time”. Genius.

Recommended resources and tools📚 🛠️

1. Submagic.io

Instantly add AI-powered captions and emojis to your videos or emphasize key points with highlighted keywords. Submagic is trusted by some of the world’s top creators—and it’s easy to see why.

2. Less than half of consumers can spot an AI-generated email

According to a recent UK-wide survey into AI brand communications, commissioned by email marketing specialist Instiller, 1 in 2 people can’t spot an AI-generated email and less than 1 in 3 people are phased about AI in brand communications.

3. creasquare.io

This all-in-one social media platform helps marketers create content, generate captions with Al, and schedule posts. A handy tool for marketers to have at their disposal.

Thanks so much for reading. With the abundance of content on the internet, your attention means a lot. If you have any suggestions or feedback on how we can improve the newsletter, please shoot us a reply. We'd love to hear from you!

Until next time. Happy marketing.

Tom and Charlie