Digital Innovation Digital Publishing
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AI-generated content? This browser extension will spot it

The disruption caused by AI is only set to increase exponentially, but tools are already available that can tell publishers whether content is human-written or computer generated.

A new plagiarism checker has been launched to assist web publishers in checking whether AI (including ChatGPT) has generated any part of their content.

Called, and available as a straightforward Google browser extension, the tool works by allowing users to copy and paste content into the checker. According to the company, Originality.AI is currently 94% accurate at predicting when content has been created by any of the popular NLP models (GPT-2, GPT-NEO, GPT-J, GPT-3) as well as writing assistants Jasper.AI, and

For digital publishers relying on authentic content, AI-generated content is already proving to be a legal minefield in terms of ownership and copyright. Google has also publically stated that AI-generated content “that’s been generated programmatically without producing anything original” may rank lower in results or not appear in results at all. Given that most publishers rely on SEO for a sizeable percentage of their traffic, the implications are clear.

As AI-generated content grows more rampant across the internet, it becomes less clear if a human or AI has created the work. AI writing tools can be beneficial, but it’s important for web publishers to be aware if the content they are publishing is authentic.

Jonathan Gillham, Founder of Originality.AI

Whilst the browser extension for simple AI checks is free of charge, the pricing for larger-scale usage is $0.01 per credit (1 credit scanning 100 words). In short, for an 800-word feature, the cost of checking for AI-generated content is 8 cents.

In other AI news, ChatGPT has also launched a browser extension available from the Chrome store which allows users to obtain AI-generated search results. According to ChaptGPT, the extension works for both Google and Bing.

In the launch thread on LinkedIn, one commenter explained, “ChatGPT output is far more optimized than a Google search; it is a summation of a huge body of information explained concisely, unlike a Google search, which is a list that has to be sifted through that has been ranked based on SEO manipulation and not necessarily based on the accurateness of data.”