Lily Ray: AI is making the web self-similar — human-made sites become the differentiator
lilyraynyc · x · 2026-10-21
SEO expert Lily Ray argues AI is accelerating a years-long trend of the internet looking self-similar: AI-generated sites share the same layouts, fonts, and aesthetics, making vibe-coded landing pages nearly identical.
- Differentiation becomes more valuable: unique aesthetics, authentic voice, and evidence of real humans offer better UX and trust.
- Users are increasingly skeptical of AI-feeling content, and platforms are cracking down; Google has deindexed fully AI-generated sites and updated its docs to emphasize human effort, originality, and skill.
- She predicts search engines and LLMs will increasingly favor originality, usefulness, and trust — the more the web looks AI-made, the more valuable visible human involvement becomes.
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