New Google AI Policy Update: AI Content Still OK - But Political Ads Should Disclose AI

In the ever-evolving landscape of artificial intelligence and content creation, Google continues to refine its policies to safeguard the interests of users and advertisers.

Google's policy update yesterday addresses the intersection of reality and AI-generated content, particularly in relation to political advertising.

Unpacking the Latest Policy Update

The latest update to Google's Political content policy reveals a new level of refinement in Google's approach to AI-generated content.

From mid-November 2023, Google mandates that all verified election advertisers in regions where verification is required must clearly disclose if their ads contain synthetic content that portrays real or realistic-looking individuals or events inaccurately.

This is a noteworthy step.

At a glance, it might seem as though Google is tightening the noose on AI content. But a closer read suggests otherwise.

This is not a blanket ban on AI-generated content but rather a focused move to ensure transparency in an area as critical as political advertising.

For those in the know, synthetic content has seen rampant growth. Techniques such as deepfakes can now create content that is nearly indistinguishable from reality.

Given the sensitive nature of political campaigns, it's easy to see why Google is taking this step.

However, the update does provide some leeway. Ads that contain synthetic content which has been modified in ways that don't materially affect the message of the ad are exempt from these disclosure requirements.

Minor edits like image resizing, color adjustments, or the correction of minor defects do not fall under this new policy.

The overview of the AI policy for political content

Let's take a closer look of the details of what types of ads require disclosure and what is exempted under Google's updated AI policy for political content.

‍What Requires Disclosure

Ads containing synthetic content that inauthentically portrays real or realistic-looking individuals or events. Disclosure for these ads must be:

• Prominent and clear.
• Placed where users are likely to notice.
• Relevant to image, video, and audio content.

Examples requiring disclosure include:

• Ads that depict someone saying or doing something they didn't.
• Ads that modify real event footage or create a realistic portrayal of events that didn't happen.

‍What is Exempted

Ads with synthetic content inconsequential to the main claims. Allowed edits without disclosure:

• Image resizing
• Cropping
• Color or brightening corrections
• Defect corrections (e.g., "red-eye" removal)
• Background edits not depicting real events

Google and AI Content: An Evolving Relationship

Reflecting on the history of Google’s guidelines, it becomes clear that Google isn't anti-AI.

In fact, Google's stance, as reinforced by the likes of Google's Danny Sullivan on Twitter, has been about the purpose and quality of content, not the technology behind it.

As he pointed out, content should be produced for humans, not just for search engine rankings.

Is the content you're producing helpful, reliable and people-first in nature? That's what we're looking for.
Source: Danny Sullivan on Twitter

This sentiment echoes throughout Google's recent guidelines.

With the transition from the Google Webmaster Guidelines to the Google Search Essentials in October 2022, the focus has shifted from technology to user intent and experience.

While "Spammy automatically-generated content" remains a no-no, the emphasis is on the value that the content brings to the user, not on the method of its creation.

And so, while earlier perceptions may have painted AI-generated content in a dubious light, Google's stance has evolved to a more nuanced understanding.

It’s not about AI vs. human content; it's about quality, relevance, and authenticity.

Taking AI Content Forward = Focus On The User

For content creators and advertisers, the message is clear.

AI-generated content is not just permissible; it's welcome, provided it aligns with Google's overarching principle of user benefit.

Whether it's news articles, blogs, or even political ads, the key lies in transparency, quality, and user-centricity.

The future of SEO and content, AI-powered or otherwise, seems to hinge on these three tenets. And as AI continues to permeate every aspect of our digital lives, it's heartening to see giants like Google taking steps to ensure the lines between fact and fiction remain clearly defined.

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