April 17, 2026
Using AI to assist with content ideation or creation is pretty standard for many marketers nowadays. But, with Google cracking down on content quality, the question of whether AI-generated content can rank well in research results is consistently being raised by SEO professionals.
Recently, Semrush ran a study to find the answer. Using 20,000 keywords and 42,000 blog posts, plus feedback from over 200 SEO professionals, Semrush has given us one of the clearest pictures of how AI content actually performs in the search results.
So, let’s dive into their findings, and discuss what it means for you.
72% of SEO professionals believe AI-generated content ranks as well, or better than, human-written content. However, the data tells us a slightly different story.
Overall, human-written content does outperform its AI counterparts, especially in the top five spots. 80.5% of position-one rankings are human-written, compared to just 10% for purely AI-generated pages, meaning human-written content is eight times more likely to rank first.
That being said, the performance of AI content does creep up slightly lower down the page. 17% of position 5 pages were entirely AI generated.
AI content can and is making it onto page one, but it’s struggling to secure rankings at the very top of the SERPs.
Along with its performance, the study also gives us a better insight into how AI is actually being used by marketers.
Nearly 45% of respondents reported that AI content performance has improved over the past year. With AI tools continuously advancing, it will be interesting to see how this usage evolves within the next year.
When it comes to benefits, speed is the main advantage. Around 70% of respondents cited faster content production at lower cost as the biggest benefit to using AI. Only 19% believe it actually improves content quality.
AI content can rank, there’s no denying that, but human intervention is what separates the top-ranking pages.
AI can’t provide personal experience and expert insight - which is what makes the top-ranking content stand out. You can use AI to speed up some of the more time-consuming processes like keyword research and first drafts, but you should be using the time you’ve gained to add real value and depth to your content.
When used strategically, AI can help you improve your content quality, but when it's used to churn out content for the sake of it, you’re unlikely to see strong results.
The study confirms that AI is now embedded into the workflows of most marketers and while it can be useful, it’s clear that high-performing content still requires human intervention. Ranking ‘well’ and ranking ‘first’ are very different. AI can help you rank well, but it’s unlikely to get you to where you really need to be, especially if you’re in a highly competitive market.
If you’re going to use AI, use it deliberately. Leverage it to increase efficiency but reinvest that time into something meaningful.
Looking for expert guidance with your content marketing or SEO strategy? Get in touch with us today to see what we can do for you.
