The most important factors that determine how content performs in search are elements like usefulness, helpfulness, originality, expertise, experience and trustworthiness – collectively referred to as E-E-A-T (experience, expertise, authority, trustworthiness). Whether content is generated by AI systems or human writers, if it satisfies these crucial aspects of E-E-A-T, it has a good chance of ranking well. But if the content lacks in these dimensions, it will likely struggle regardless of how it was created.