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"What's clear right now is that there's no one spamming Google [that's] not doing it with AI," Gillham told The Register. "Not all AI content is spam, but I think right now all spam is AI content."

Gillham's team has been producing monthly reports to track the degree to which AI-generated content is showing up in Google web search results. As of last month, about 10 percent of Google results point to AI content, it's claimed, and that's after Google vowed to take down a whole host of websites that were pushing such trash.

"Google did these manual actions to try and win a battle, but then seem to still be sort of struggling with their algorithm being overrun by AI content," Gillham told us.