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AI Writing and Parasite SEO Found at Sports Illustrated

Dive into our study on AI content in SI.com's Review sections. Uncover insights into the presence of AI-generated reviews, including reports of fake authors with AI-generated headshots

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Introduction

Our text compare tool is a fantastic, lightweight tool that provides plagiarism checks between two documents. Whether you are a student, blogger or publisher, this tool offers a great solution to detect and compare similarities between any two pieces of text. In this article, I will discuss the different ways to use the tool, the primary features of the tool and who this tool is for. There is an FAQ at the bottom if you run into any issues when trying to use the tool.

What makes Originality.ai’s text comparison tool stand out?

Keyword density helper – This tool comes with a built-in keyword density helper in some ways similar to the likes of SurferSEO or MarketMuse the difference being, ours is free! This feature shows the user the frequency of single or two word keywords in a document, meaning you can easily compare an article you have written against a competitor to see the major differences in keyword densities. This is especially useful for SEO’s who are looking to optimize their blog content for search engines and improve the blog’s visibility.

Ways to compare

File compare – Text comparison between files is a breeze with our tool. Simply select the files you would like to compare, hit “Upload” and our tool will automatically insert the content into the text area, then simply hit “Compare” and let our tool show you where the differences in the text are. By uploading a file, you can still check the keyword density in your content.

URL compare

Comparing text between URLs is effortless with our tool. Simply paste the URL you would like to get the content from (in our example we use a fantastic blog post by Sherice Jacob found here) hit “Submit URL” and our tool will automatically retrieve the contents of the page and paste it into the text area, then simply click “Compare” and let our tool highlight the difference between the URLs. This feature is especially useful for checking keyword density between pages!

Simple text compare

You can also easily compare text by copying and pasting it into each field, as demonstrated below.

Features of Originality.ai’s Text Compare Tool

Ease of use

Our text compare tool is created with the user in mind, it is designed to be accessible to everyone. Our tool allows users to upload files or enter a URL to extract text, this along with the lightweight design ensures a seamless experience. The interface is simple and straightforward, making it easy for users to compare text and detect the diff.

Multiple text file format support

Our tool provides support for a variety of different text files and microsoft word formats including pdf file, .docx, .odt, .doc, and .txt, giving users the ability to compare text from different sources with ease. This makes it a great solution for students, bloggers, and publishers who are looking for file comparison in different formats.

Protects intellectual property

Our text comparison tool helps you protect your intellectual property and helps prevent plagiarism. This tool provides an accurate comparison of texts, making it easy to ensure that your work is original and not copied from other sources. Our tool is a valuable resource for anyone looking to maintain the originality of their content.

User Data Privacy

Our text compare tool is secure and protects user data privacy. No data is ever saved to the tool, the users’ text is only scanned and pasted into the tool’s text area. This makes certain that users can use our tool with confidence, knowing their data is safe and secure.

Compatibility

Our text comparison tool is designed to work seamlessly across all size devices, ensuring maximum compatibility no matter your screen size. Whether you are using a large desktop monitor, a small laptop, a tablet or a smartphone, this tool adjusts to your screen size. This means that users can compare texts and detect the diff anywhere without the need for specialized hardware or software. This level of accessibility makes it an ideal solution for students or bloggers who value the originality of their work and need to compare text online anywhere at any time.

This study looks at SI.com and how much AI content exists on the Review sections of their site.

It was recently reported that fake authors with AI-generated headshots had written reviews that were suspected of being AI-generated. 

Key Findings:

  1. According to Originality.ai's AI Detector, it is suspected that nearly 70% of the introductions and 40% of the remaining content in the review articles on the now offline SI.com/Review site were written by AI.
  2. The current SI.com/Showcase articles appear to ensure the Review section of each article is human-written but the Introduction and Body sections are 50% and 25% suspected of being AI-written.

Summary of the Issue at SI.com Related to AI Authors and Writing:

  1. SI.com has had 2 product review sections bolted onto its website. This is a practice called “parasite SEO” where higher revenue-generating content (such as product reviews) leverages a brands authority to rank highly in Google. The 2 sites are…
  • SI.com/review (from mid 2021 to mid 2022)
  • SI.com/showcase (from mid 2022 to present)
  1. SI.com used AI-generated images / fake authors at SI.com/Review (source)
  2. SI.com and its 3rd party content partner denied any articles were ever written by AI
  3. Originality.ai/AI-Checker was Used to Analyze 3 different parts of each of the 261 review articles at SI.com/Review which were still accessible via Archive.org. AI writing was suspected in many of the articles…
  • Introduction: 68.5% of Articles suspected of being AI written 
  • Review Section: 34.5% of Articles suspected of being AI written
  • Article Body: 36.6% of Articles suspected of being AI written
  1. Originality.ai/AI-Checker was used to analyze 3 different parts of each of the 986 review articles at SI.com/Showcase available. 
  • Introduction: 48.9% of Articles suspected of being AI written
  • Review Section: 3.7% of Articles suspected of being AI written
  • Article Body: 23.5% of Articles suspected of being AI written

Validity of Tool Used and Raw Data:

sections of articles at si.com suspected of being ai written from 261 articles analyze
sections of articles at si.com suspected of being ai written from 986 articles analyze

Suspected AI at Sports Illustrated Background

The ArenaGroup (which owns Sports Illustrated) contracted with AdVon commerce to create review articles for a separate section of their site using a strategy often called “parasite SEO”.

“Parasite SEO” is when a company with a reputable domain (such as Sports Illustrated) partners with a content provider to create articles (“parasites”) that can rank well in Google because of the reputable domain (“host”). The quality of the content might be lower than other sites but because of the authority of the domain, in the eyes of Google the content will rank well. In the case of the articles at SI.com they made money from visitors who followed the recommendation of the SI.com article and purchased a product via an affiliate link.

These review articles were published at si.com/review/ under multiple fake author names. 

As of June 17, 2022 the SI.com/review site was redirected to the similar SI.com/showcase section of SI.com. 

On the showcase section of the site, SI.com makes it clear that their editorial staff are not involved in the creation of this content:

Sports Illustrated Clarification on Ai Content Generation

SI makes it clear that they earn money as an affiliate referring people to purchase products - https://www.minutemedia.com/policies/terms-and-conditions-si

Questions Remain…

It is clear that authors were faked but… was AI used to generate these review articles? 

Was AI Used?

The source states “‘The content is absolutely AI-generated,’ the second source said, ‘no matter how much they say that it's not.’”

Sports Illustrated and AdVon’s statement says all content was human-generated: 

“AdVon has assured us that all of the articles in question were written and edited by humans. According to AdVon, their writers, editors, and researchers create and curate content and follow a policy that involves using both counter-plagiarism and counter-AI software on all content”

We know fake people were used to create reviews, but further questions need to be answered…

  1. Was AI used to generate the content?
  2. What is the extent of the use of AI?

That is what we are going to look into. 

Specifically, looking at the use of AI at the 2 product review sections of SI.com

  1. SI.com/Review
  2. SI.com/Showcase

Example of AI Content Shared by Futurism:

The article identified in the Futurism article written by a fake author “Play Like a Pro With The Best Full-Size Volleyballs” when run through an AI checker comes back with 100% confidence the introduction was AI-generated (see scan).

Ai Written article of Futurist gets detected by originality.ai

Method to Determine Extent AI Was Used

We will explore 2 parts of SI.com. Specifically their review sub-sites at…

  • SI.com/Review (redirected as of June 17, 2022)
  • SI.com/Showcase

SI.com/Review AI Usage Method

Method for SI.com/Review

  1. Enter SI.com/review into Archive.org
  2. Identify when it was redirected to SI.com/showcase (June 17, 2022)
  3. Enter SI.com/review/ into Ahrefs and export all pages that Ahrefs had crawled as of June 1, 2022. There were 349 articles as of June 1, 2022
  4. Export the content for every page possible using Archive.org
  5. Run that content through Originality.ai to identify if it was suspected of being AI-generated or human-generated.
Export Sports Illustrated Top Pages from Ahrefs

Method for SI.com/Showcase

  1. Enter SI.com/showcase into Ahrefs and export all pages that Ahrefs has crawled
  2. Get the content for every page possible visiting the site
  3. Run that content through Originality.ai to identify if it was suspected of being AI-generated or human-generated.
sports-illustrated-traffic-aalytics-in-ahrefs

Analysis:

As mentioned above we identified all URLs at both the older SI.com/review section of SI (using archive.org) and the new review article section of SI.com at SI.com/showcase. 

Then analyzed specific sections using Originality.ai AI detection of each article: 

  1. Introduction
  2. Review Section
  3. Article Body 

We split each article into sections because an introduction being AI written is potentially less concerning to a reader when compared to online reviews being AI-generated

Most articles follow a similar format shown below…

Introduction Section:

introduction section of a review article at si.com reviews category

Review Section:

review section of a review article at si.com reviews category

Body Section:

body section of a review article at si.com reviews category

Older SI.com/Review Site Findings:

261 review article URLs at SI.com/Review were able to have their content from Archive.org analyzed using the AI checker at Originality.ai. 

Most of these articles were published and likely written from mid 2021 to mid 2022. Although ChatGPT was not yet launched, many other AI writing tools such as Jasper.ai were available during this period of time AI detection and widespread adoption was significantly less prevalent during this time.

Older SI.com Review Site Findings at wayback machine

Below we show the % of articles that were suspected of being AI-Written vs Human-Written for each section: 

Findings…

  1. Introduction: 68.5% of Articles suspected of being AI written 
  2. Review Section: 34.5% of Articles suspected of being AI written
  3. Article Body: 36.6% of Articles suspected of being AI written
sections of articles at si.com suspected of being ai written from 261 articles analyze

Shockingly, almost 70% of the introductions are suspected of being AI-generated!

It looks highly likely that an AI writing tool using GPT-3 such as Jasper.ai was used for the creation of a meaningful number of the Review articles.

Could these be false positives? Unlikely, as our false positive rate is tested to be ~2.5% - see accuracy study here

New Review “Showcase” Site

Potentially the editorial standards at the old SI.com/review section of the site were different and the new SI.com/showcase section of the site requires reviews to be human-written with more controls in place. 

There is significantly more data for us to review with SI.com/showcase since the site was launched in the middle of 2022 and is still live.

New SI.com Review Showcase Site Findings at wayback machine

986 Review articles at SI.com/Showcase were analyzed and below are the findings…

  • Introduction: 48.9% of Articles suspected of being AI written
  • Review Section: 3.7% of Articles suspected of being AI written
  • Article Body: 23.5% of Articles suspected of being AI written
sections of articles at si.com suspected of being ai written from 986 articles analyze

AI appears to be used in both the introduction and article body. 

I think the BIG finding from this study is that there is minimal/no sign of AI being used to write the product “review” section of each article. SI.com and their contracted 3rd party editorial team seem to have effectively implemented controls to ensure at least the product review portion of the articles are written by humans. 

Final Thoughts

In today’s online society, a question all publishers need to wrestle is: “When is it okay to use and not disclose that content is AI-generated.”

Arena Group is not alone in allowing AI-written content to be published on their sites! 

In fact we completed another study looking at 16 large publishers using AI writing like the Arena Group, Vox Media, DotDash Meredith, Conde Nast, etc that have 165 websites which dominate Google. 45% of the websites had statistically significant amounts of AI generated content on them. 

See Extent of AI Writing on Large Publishers - Study

Jonathan Gillham

Founder / CEO of Originality.ai I have been involved in the SEO and Content Marketing world for over a decade. My career started with a portfolio of content sites, recently I sold 2 content marketing agencies and I am the Co-Founder of MotionInvest.com, the leading place to buy and sell content websites. Through these experiences I understand what web publishers need when it comes to verifying content is original. I am not For or Against AI content, I think it has a place in everyones content strategy. However, I believe you as the publisher should be the one making the decision on when to use AI content. Our Originality checking tool has been built with serious web publishers in mind!

Frequently Asked Questions

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Why is the English so poor for some prompts?

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In The Press

Originality.ai has been featured for its accurate ability to detect GPT-3, Chat GPT and GPT-4 generated content. See some of the coverage below…

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Featured by Leading Publications

Originality.ai did a fantastic job on all three prompts, precisely detecting them as AI-written. Additionally, after I checked with actual human-written textual content, it did determine it as 100% human-generated, which is important.

Vahan Petrosyan

searchenginejournal.com

I use this tool most frequently to check for AI content personally. My most frequent use-case is checking content submitted by freelance writers we work with for AI and plagiarism.

Tom Demers

searchengineland.com

After extensive research and testing, we determined Originality.ai to be the most accurate technology.

Rock Content Team

rockcontent.com

Jon Gillham, Founder of Originality.ai came up with a tool to detect whether the content is written by humans or AI tools. It’s built on such technology that can specifically detect content by ChatGPT-3 — by giving you a spam score of 0-100, with an accuracy of 94%.

Felix Rose-Collins

ranktracker.com

ChatGPT lacks empathy and originality. It’s also recognized as AI-generated content most of the time by plagiarism and AI detectors like Originality.ai

Ashley Stahl

forbes.com

Originality.ai Do give them a shot! 

Sri Krishna

venturebeat.com

For web publishers, Originality.ai will enable you to scan your content seamlessly, see who has checked it previously, and detect if an AI-powered tool was implored.

Industry Trends

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Frequently Asked Questions

Why is it important to check for plagiarism?

Tools for conducting a plagiarism check between two documents online are important as it helps to ensure the originality and authenticity of written work. Plagiarism undermines the value of professional and educational institutions, as well as the integrity of the authors who write articles. By checking for plagiarism, you can ensure the work that you produce is original or properly attributed to the original author. This helps prevent the distribution of copied and misrepresented information.

What is Text Comparison?

Text comparison is the process of taking two or more pieces of text and comparing them to see if there are any similarities, differences and/or plagiarism. The objective of a text comparison is to see if one of the texts has been copied or paraphrased from another text. This text compare tool for plagiarism check between two documents has been built to help you streamline that process by finding the discrepancies with ease.

How do Text Comparison Tools Work?

Text comparison tools work by analyzing and comparing the contents of two or more text documents to find similarities and differences between them. This is typically done by breaking the texts down into smaller units such as sentences or phrases, and then calculating a similarity score based on the number of identical or nearly identical units. The comparison may be based on the exact wording of the text, or it may take into account synonyms and other variations in language. The results of the comparison are usually presented in the form of a report or visual representation, highlighting the similarities and differences between the texts.

String comparison is a fundamental operation in text comparison tools that involves comparing two sequences of characters to determine if they are identical or not. This comparison can be done at the character level or at a higher level, such as the word or sentence level.

The most basic form of string comparison is the equality test, where the two strings are compared character by character and a Boolean result indicating whether they are equal or not is returned. More sophisticated string comparison algorithms use heuristics and statistical models to determine the similarity between two strings, even if they are not exactly the same. These algorithms often use techniques such as edit distance, which measures the minimum number of operations (such as insertions, deletions, and substitutions) required to transform one string into another.

Another common technique for string comparison is n-gram analysis, where the strings are divided into overlapping sequences of characters (n-grams) and the frequency of each n-gram is compared between the two strings. This allows for a more nuanced comparison that takes into account partial similarities, rather than just exact matches.

String comparison is a crucial component of text comparison tools, as it forms the basis for determining the similarities and differences between texts. The results of the string comparison can then be used to generate a report or visual representation of the similarities and differences between the texts.

What is Syntax Highlighting?

Syntax highlighting is a feature of text editors and integrated development environments (IDEs) that helps to visually distinguish different elements of a code or markup language. It does this by coloring different elements of the code, such as keywords, variables, functions, and operators, based on a predefined set of rules.

The purpose of syntax highlighting is to make the code easier to read and understand, by drawing attention to the different elements and their structure. For example, keywords may be colored in a different hue to emphasize their importance, while comments or strings may be colored differently to distinguish them from the code itself. This helps to make the code more readable, reducing the cognitive load of the reader and making it easier to identify potential syntax errors.

How Can I Conduct a Plagiarism Check between Two Documents Online?

With our tool it’s easy, just enter or upload some text, click on the button “Compare text” and the tool will automatically display the diff between the two texts.

What Are the Benefits of Using a Text Compare Tool?

Using text comparison tools is much easier, more efficient, and more reliable than proofreading a piece of text by hand. Eliminate the risk of human error by using a tool to detect and display the text difference within seconds.

What Files Can You Inspect with This Text Compare Tool?

We have support for the file extensions .pdf, .docx, .odt, .doc and .txt. You can also enter your text or copy and paste text to compare.

Will My Data Be Shared?

There is never any data saved by the tool, when you hit “Upload” we are just scanning the text and pasting it into our text area so with our text compare tool, no data ever enters our servers.

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