Over the past few years, I’ve watched AI content creation tools rapidly gain adoption across the SEO/GEO industry. These tools offer the promise of leveraging AI to automate content creation, reduce headcount, cut costs, and scale output.
As someone who has spent the last decade helping companies recover from Google algorithm updates, my spidey senses started tingling the minute I heard the pitches for many of these tools. Even before AI was part of the conversation, Google already had a long history of reducing the visibility of automated content in its search results.
Despite recent advancements in the quality of AI outputs, I’ve remained skeptical that publishing AI-generated or AI-assisted content at scale can drive sustained performance in Google’s search results. This is especially true now, given how Google updated its ranking systems in recent years specifically to demote overly optimized, SEO-driven content.
Over the past several months, I have been monitoring more than 220 websites that were publicly identified, either by themselves or by their AI content vendors, as customers of various AI content creation, automation, and scaling platforms. These tools fully write articles, assist with writing them, or use AI automations and workflows to support content creation. Many of these tools also now focus on driving visibility, mentions, and citations in AI search responses (AEO/GEO).
I wanted to analyze what happens after the claims of big wins.
A consistent pattern emerged across the 220+ sites I’ve been monitoring, and I believe it is concerning enough to be worth writing about: it works, until it doesn’t.
Below, I will share some of the trends I am observing, plus a variety of common SEO/GEO approaches I believe may be causing declines in organic search (and consequently, AI search) visibility. As a reminder, what is dangerous for SEO can also be dangerous for AI search, largely because of RAG.
Methodology & Disclaimers
Before we dive in, it’s important to set the stage with my approach and provide some important disclaimers.
This analysis is based on third-party SEO measurement data: organic traffic estimates and organic page count time series data from Ahrefs, corroborated against the Sistrix Visibility Index data to confirm broader visibility patterns. Top-traffic URLs were identified using Ahrefs’ top-pages export. Where I describe URL patterns or percentage changes, I am quoting directly from these third-party tools as of May 2026.
The dataset covers more than 220 client domains tracked across the publicly published customer-stories pages of over a dozen AI content platforms. For many of these sites, I narrowed the analysis to a specific subfolder where the AI-assisted content had been published, either identified directly in the case study itself or inferred from a sharp increase in new pages around the time of the case study’s publication.
The analysis, conclusions, and recommendations throughout this piece…
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