YouTube is about to do something that was, in my eyes, inevitable and predictable.

Google doesn't like AI-generated content because the platform has been trying to improve the quality of the content you find in the homepage for years.

As a result, it doesn't like AI-generated content, it doesn't like clickbait content, it doesn't like platforms that churn out content with too much emphasis on the quantity and not enough on the quality.

I know this because everybody who works in content industry knows this. Or they should.

So what YouTube is about do is inevitable.

YouTube, which as everybody knows is owned by Google, is updating its monetisation policy effective July 15 to crack down on mass-produced, repetitive and copied content.

Broadly speaking, YouTube is cracking down on what they call 'low-effort' content, which includes a lot of AI-generated videos, AI-generated voices and so on.

And by cracking down, they don't just mean they're going to deprioritise this content, they also might demonetise it.