Google has recently expanded its Opal AI tool, a project under Google Labs, to more regions.
The tool is designed to help users — especially marketers and creators — produce “optimized content in a scalable way.”
But many in the SEO community are questioning whether this goes against Google’s own Search guidelines on AI-generated content and spam.
Google Opal AI Tool: What Google Opal Does
According to Google’s own blog post, the Google Opal AI tool allows users to:
- Create consistent and scalable marketing content quickly.
- Generate optimized blog posts, social media captions, and ad scripts from a single concept.
- Produce dynamic visuals, combining generated images with text for personalized campaigns.
Essentially, the tool promises to make it easier for creators and marketers to build campaigns faster — with minimal human effort.
Also read about: Google AI 2025: Overviews Show 54% Overlap with Organic Search
The Controversy Around Scaled AI Content
Critics, however, are not convinced. SEO professionals and ex-Google employees have pointed out a major contradiction.
Google’s spam policy clearly states that generating many AI pages “without adding real value for users” may violate its scaled content abuse rules.
Experts and users on X (formerly Twitter) shared their thoughts:
- Pedro Dias, a former Google spam fighter, said the tool “laughs in the face” of teams that have worked for years to combat spam.
- Lily Ray wrote, “Optimized AI blog posts that will later get your site tanked by our own algorithms, got it.”
- Jeremy Knauff summed it up bluntly: “Google: Don’t create mass-produced content. Also Google: Use our tool to create mass-produced content.”
Google’s Response
A Google spokesperson clarified that Opal is an experimental tool, meant to help people brainstorm ideas and draft marketing content, not produce spam.
They added that Google’s Search systems still prioritize original content and will continue to enforce policies against low-quality, manipulative pages.
Whether the Google Opal AI tool becomes a helpful creative assistant or an unintended spam generator remains to be seen.
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