The Impact of Content Updates and AI on Online Platforms



Aug 28, 20233 min read


The Impact of Content Updates and AI on Online Platforms


The digital landscape is constantly evolving, and recent trends have highlighted two significant developments: Helpful Content Updates and the rise of AI-generated content. These advancements have sparked debates and raised concerns about the authenticity and reliability of online information. In this article, we will explore the consequences of these trends and their potential impact on various platforms.

Content Update Trends:

One of the most notable content updates is the Helpful Content Update, which has already caused significant visibility drops for various domains. One such example is Lexico, which experienced a staggering 85% decrease in visibility. This update seems to have targeted websites such as lyrics sites, games sites, calculator sites, and coding sites. Interestingly,, a website that explicitly acknowledges reusing existing content from other sites, has also witnessed a substantial decline in visibility. This suggests that the update algorithm is designed to penalize websites that rely heavily on repurposed content.

AI-Generated Reviews:

In another intriguing development, researchers have trained an AI system using Yelp data to write fake restaurant reviews that are virtually indistinguishable from genuine ones. Human evaluators rated these AI-generated reviews with a usefulness score of 3.15, which was only slightly lower than the rating given to genuine reviews (3.28). This raises concerns about the reliability and credibility of online review systems. If AI can produce reviews that are highly convincing, it becomes increasingly challenging for users to differentiate between authentic and fake feedback.

Connecting the Dots:

While seemingly unrelated, these two trends share a common thread - the potential erosion of trust in online platforms. The Helpful Content Update targets websites that rely on repurposed content, penalizing them for their lack of originality. This aligns with the growing demand for unique and valuable content that provides users with genuine insights and information. On the other hand, AI-generated reviews blur the lines between authenticity and fabrication, making it harder for consumers to make informed decisions based on online feedback.

The Way Forward:

In light of these developments, it is crucial for online platforms to adapt and maintain user trust. Here are three actionable recommendations:

  • 1. Embrace Originality: Websites that heavily rely on repurposed content should invest in creating unique and original material. By offering fresh insights and perspectives, these platforms can establish themselves as reliable sources of information and potentially mitigate the negative impact of content updates.
  • 2. Implement Verification Systems: Online review platforms must develop robust verification mechanisms to combat the rise of AI-generated fake reviews. This may involve utilizing AI algorithms to identify suspicious patterns or conducting manual checks to ensure the authenticity of user-generated content. By prioritizing transparency and accuracy, platforms can rebuild trust among their users.
  • 3. Educate Users: Consumers need to be aware of the potential pitfalls associated with AI-generated content and the impact of content updates. Online platforms should take the initiative to educate their users about these trends and provide guidelines on how to identify credible information. This will empower users to make informed decisions and navigate the digital landscape more effectively.


As the digital world continues to evolve, it is crucial for online platforms to adapt and address the challenges posed by content updates and AI-generated content. By embracing originality, implementing verification systems, and educating users, platforms can navigate these trends while maintaining user trust. The future of online information hinges on the ability to provide reliable and authentic content, ensuring that users can make informed decisions in an increasingly complex digital landscape.


  1. "Helpful Content Update Trends - SISTRIX", (Glasp)
  2. "AI trained on Yelp data writes fake restaurant reviews ‘indistinguishable’ from real deal", (Glasp)

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