Published by New Media Ghost
Last updated August 2026
Using AI for Search Engine Optimisation
The continuous rise in using artificial intelligence still begs the question on whether AI for SEO can go against search engine guidelines. In early 2022 we wrote a blog post on whether AI generated SEO content is spam by Google. It seems not much has changed from our original article.
As tools including ChatGPT and Google Bard emerged, we revisited whether businesses could get penalised for using AI for SEO. At the time, we researched Google’s guidance and comments from Google’s John Mueller before testing the question ourselves.
Earlier this month we were invited to join Google Bard AI, which is rolling out in the US and UK. As you can imagine it was super exciting, but we were placed on the waiting list.
UPDATE: We were granted access. Here’s an experiment on the same question from Google Bard v our initial question to ChatGPT, whether businesses can get penalised using AI for search engine optimisation.
Can Businesses Get Penalised Using AI for SEO?
ChatGPT’s response was that businesses would not be penalised simply for using AI for SEO. However, it warned that using AI to create spammy content or manipulate search results could result in penalties. Its advice was to use AI responsibly and follow search engine guidelines.
Interestingly, we saw some spammy keyword use which we took out from the above, just in case.
Google Bard Answers the SEO Conundrum On Using AI
Bard’s first response was similar. It told us that Google did not penalise websites simply for using AI for SEO, but warned that AI used to create spammy, misleading or copied content could cause problems.
This was the first response from Google Bard AI. However, there is not a definitive answer as the other two answers stated that ‘Yes’ businesses can get penalised but did come with caveats.
The Second Response From Bard AI
Bard’s second response focused heavily on quality. It advised businesses to ensure AI generated content was relevant, well written and original, rather than using AI to generate keyword heavy content designed primarily to manipulate search results.
We have been flirting with AI technology information for a number of years (due to the private surgeon market), it never fails to disappoint. Something we have learn’t is that no robot can replace a one to one interaction with a human. Well, not yet anyway!
Can You Get Penalised for Using AI for SEO Today?
The answer today is clearer. Using AI to support SEO or content creation does not automatically result in a Google penalty. Google says generative AI can be useful for researching topics and adding structure to original content. What matters is the quality, accuracy, relevance and value of what is ultimately published.
Problems can arise when AI is used to generate large amounts of content primarily to manipulate search rankings rather than help users. Google’s spam policies describe this as scaled content abuse and specifically include using generative AI to create many pages without adding value. This applies whether content is produced by AI, automation or people.
Search has moved considerably since we carried out our original Bard experiment. Google now uses generative AI within Search through features including AI Overviews and AI Mode. In 2026, Google reiterated that established SEO practices remain relevant to these experiences and emphasised useful, original content based on genuine knowledge and experience.
For us, this reinforces something we learned during those early experiments. AI can be a useful tool for SEO, research and content creation, but businesses still need to bring their own experience, expertise and judgement to what they publish. The technology has changed dramatically since we first asked Bard and ChatGPT this question, but creating useful content for people remains fundamental.
Want to understand how AI is changing where and how your business gets found? See how New Media Ghost approaches AI Search Visibility to help businesses improve their presence across Google and AI search.
