Google Cracks Down on Spammy Behavior in Hopes of Focusing on Best of AI

Bad content has been put on notice by Google. Those hoping to game the search engine’s algorithm will have to face new changes to its ranking systems, designed to help surface good content in results and hide some of the worst and most cynical stuff on the web.  The measures taken by Google include prioritizing original and authentic reviews over recycled information that passes around aggregator sites.  “AI shouldn’t replace human writers, but it can be a valuable tool,” says Karla Jo Helms, Anti-PR® Chief Strategist of JOTO PR Disruptors. “Companies can enhance their content creation process and maintain the integrity and quality of their content by striking a balance when human writers use AI as a resource to support their work.”

Another recent example of not using AI responsibly is the accusation that Sports Illustrated posted articles by nonexistent authors.  Media outlets must actively work to combat low-quality AI-generated content to highlight the importance of maintaining high standards in the digital landscape. The danger if they don’t is a loss of trust from the public when AI is misused.

What AI Offers

Embracing ChatGPT or AI for editorial writing can enhance efficiency, creativity, and overall quality when integrated effectively. Helms advises companies to adhere to ethical content creation practices, emphasizing quality and authenticity in their work. “We have some years of experience in using AI, which is why we support these measures,” she explains. “At JOTO PR, we recognize the frequent occurrence of low-quality articles overshadowing high-quality content when we are conducting research for media pitches—hence I’m not surprised at Google’s crackdown.” She advises that companies attempting to circumvent these standards risk penalties and significant damage to their reputation and credibility. She shares that it is essential to:

  • Understand AI Capabilities: Be familiar with the capabilities and limitations of AI like ChatGPT. While AI can generate content, it lacks human intuition, context awareness, and ethical judgment. Recognizing these limitations will help companies use AI more effectively.
  • Identify Tasks Suitable for AI: Determine which parts of the editorial process can benefit from AI assistance. For example, AI can help generate topic ideas, outline articles, provide background research, or even suggest edits and improvements.
  • Collaborate with AI: Think of AI as a collaborator rather than a replacement. AI can generate initial drafts or ideas, which the writer can then refine and personalize based on the writer’s knowledge, expertise, and style.
  • Customize AI Outputs: Train AI models like ChatGPT based on the company’s specific editorial style, preferences, and target audience. Fine-tune the AI’s outputs by providing feedback and corrections so it learns to generate content more aligned with the outlet’s needs.
  • Edit and Refine Generated Content: While AI can produce content, human editors are essential for ensuring coherence, accuracy, and readability. Review and edit the AI-generated content to add the writer’s unique voice, address inconsistencies, and improve overall quality.
  • Understand Ethical Considerations: When using AI for editorial writing, be mindful of ethical considerations. Avoid plagiarism and evaluate AI-generated content for bias or misinformation.
  • Experiment and Iterate: Experiment with different ways of integrating AI into the editorial workflow. Iterate based on feedback and learn from successes and failures to continuously improve the use of AI for editorial writing.
  • Stay Updated: Keep abreast of advancements in AI technology and best practices for its use in editorial writing. As AI evolves, new tools and techniques may emerge to enhance the editorial process further.
  • Maintain a Human Touch: While AI can automate specific tasks, companies must maintain a human touch in editorial writing. Inject creativity, empathy, and personal insights only humans can provide to create engaging and compelling content.
  • Develop a Feedback Loop: Establish a feedback loop between human editors and AI. Provide feedback to AI-generated content to help improve its performance and leverage AI insights to enhance editorial skills and decision-making.

Effectively embracing the use of ChatGPT or AI in the editorial writing process is possible. Companies must leverage AI’s strengths to improve efficiency and quality while preserving the essential human elements of creativity and expertise. “By viewing AI as a friend rather than a foe, businesses can take advantage of its sway over public sentiment by harnessing its power to consistently develop true brand awareness and guide the narrative,” Helms concludes. “To navigate this AI-driven era, businesses are going to have to communicate more, not less—and will need to be open, transparent and position themselves as thought leaders in their industry.”


JOTO PR Disruptors is a public opinion agency that thrives on tackling the biggest challenges and turning them into the greatest opportunities. Specializing in Anti-PR®, they take a disruptive approach to public relations, leveraging controversy, debate, and innovation to spark conversation and effect meaningful change. For more information on how they’re leading the charge, visit