AI slop is killing your reputation and your search ranking

"AI slop" is the buzzword of the moment. I've noticed it cropping up a lot on LinkedIn, for example, which has become awash with the type of content this ignominious moniker has been attached to. Obvious AI-written posts rehashing the same tired tropes, sentence structures, tone and emoji use. Cartoons of users, lairy poster and infographic designs, telltale image perfectionism, and nausea-inducing videos.

The backlash against this type of content is not especially new. Those worried for their jobs, for example, immediately took to bashing those who overuse AI for their content production. Yet there has been an adaptation and now many readily admit to using AI tools to some extent - which I've talked about previously. In summary, it is a powerful tool but, like any tool, the skill of the wielder directly impacts the quality of results.

Obvious AI content

"AI slop" is the type of content a ChatGPT, Perplexity, Claude and their ilk produces with basic prompts and little editing by the user. The below has been doing the rounds as a rather twee example:

The content is rarely reviewed for originality and lacks any personality. LLMs cannot generate new ideas by themselves - they are incapable. They are designed to rehash content they have consumed from, primarily, the internet. As a result, anything it produces looks like everything else. It is not unique and does not stand out.

How AI-generated content is damaging your business

Worse still, it is highly damaging to a brand's reputation, trustworthiness and, more easily demonstratable, their visibility online. AI-produced content is obvious and if used excessively makes an organisation look lazy at best or contemptuous towards their customers, employees, and stakeholders at worst.

A study published by Nature in February 2026 found that while "some AI tools increase user engagement and volume of generated content", "at the same time [they] decrease the perceived quality and authenticity of discussion, and introduce a negative spill-over effect on conversations." Users are essentially engaging with this content in a negative way. Meanwhile, that "volume of generated content" can have a detrimental impact on search rankings.

Google's policy on so-called "scaled content abuse" clearly states "using generative AI tools or other similar tools to generate many pages without adding value for users" is "clearly abusive" and will result in an organisation's pages slipping down the rankings. This was covered by crypto-website CoinDesk but applies to all industries, which stated that "fully generated articles with little or no editorial review" get very close to Google's definition of scaled output.

The life raft in a sea of AI slop

So, if people and bots both view AI-generated content with a scornful eye, what is the solution? Greater editorial oversight and the use of professional copywriters / designers who can produce original work, on brand, and of genuine value. That is not to say there is no place for AI tools. Indeed, it can now be an important part of the content creation process - for research, for example - but it should not be relied on wholesale.

If your organisation is looking to professionalise its content, Schofield Communications has over 20 years of copywriting experience working with clients of all sizes across a variety of industries. Learn more about our copywriting services, review our case studies, or drop us a message today to arrange a free consultation.