To address the top concerns voiced by enterprise brands about using ChatGPT, we’ve drawn from our experience working with thousands of enterprise brands and as early adopters of generative AI ourselves. According to Google representatives like John Mueller, the official stance on using AI-generated content has shifted in the past year. If AI-generated content demonstrates E-E-A-T (expertise, experience, authoritativeness, and trustworthiness) then Google will not penalize it. Despite this shift in stance, enterprise SEOs should not rush into producing AI-generated content without some careful consideration. Duplicate Content Concerns With ChatGPTMany SEOs worry about whether publishing content generated by ChatGPT will result in duplicate content.