The Impact of AI-Generated Images on SEO: Can They Increase Traffic?

Artificial Intelligence and SEO: How Generative Images Are Changing the Game

The field of SEO is undergoing a transformation under the influence of artificial intelligence — it is already actively changing approaches to digital marketing. AI-powered tools not only automate text creation but also open up new possibilities in visual content. However, an important question arises: do AI-generated images truly help SEO, or do they, on the contrary, pose risks?

What are AI-generated images?
AI-generated images are visual content created without the use of a camera or designer. They are formed using machine learning and deep learning algorithms that analyze vast amounts of data to create unique graphic solutions — from realistic scenes to abstract illustrations.

This technology has gained popularity thanks to the development of generative models, particularly GANs (Generative Adversarial Networks). These allow AI to “learn” the structure of images and generate new ones based on these patterns. Despite their advantages, such images are often criticized for lacking meaning and context, which can make them ineffective in an SEO strategy.

Potential and risks for marketers
On one hand, AI enables the fast generation of unique images for specific tasks — saving time and resources. But on the other hand, such visuals often lack depth or true meaning, casting doubt on their effectiveness in attracting users and improving search visibility.

AI images in Google Images: why is it a problem?
In January 2025, marketer Zach Naults shared analytics that showed a significant drop in traffic from Google Images to pages with AI-generated images. Despite stable overall site traffic, the images section — mostly filled with AI-generated content — lost visibility. It is likely that Google has begun to prioritize image quality and authenticity by introducing new filters.

Google Lens is another platform where AI-generated images perform poorly. Unlike photos of real objects, AI visuals have no real-world counterparts, making it difficult for recognition systems to identify them. As a result, such images appear less frequently in search results through Lens.

AI images and E-E-A-T standards
Google’s algorithms are increasingly focused on the credibility and expertise of content. If AI-generated visuals are used for topics that require a high level of trust — such as medicine or construction — they may reduce the perceived reliability of the source. The lack of a real origin or experience backed by photographs negatively impacts a site's rating under E-E-A-T criteria.

Google’s stance on AI visuals
In the March 2025 Google Webmaster Report, signals appeared indicating that AI-generated images are increasingly viewed as less authoritative. While there is no outright ban, Google is tightening its requirements for authenticity and uniqueness. This means that algorithms may downrank content that lacks a real source, verified experience, or does not meet user expectations.

What does this mean for SEO strategies?
SEO is no longer limited to just text optimization. Visual content is a key factor in attracting users and influencing behavioral metrics. If AI-generated images look unnatural, are off-topic, or add no value, this can negatively affect SEO indicators:

• Reduced time spent on page

• Higher bounce rates

• Low click-through rates from Google Images or Google Lens

• Poor reach in Discover or Web Stories sections

Conclusion
AI-generated images are becoming increasingly accessible and appealing to content creators. They can accelerate visual content production, reduce costs, and diversify the way information is presented. But at the same time — they are a tool that requires careful use.

Without proper context, optimization, consistency with the text, and adherence to ethical standards, AI visuals may not only fail to help but even harm your SEO strategy. The key to success is not in completely rejecting or blindly using such images, but in a balanced approach that combines technology with real user needs and search engine requirements.