Training a model to identify AI web content from structure alone

Hey HN! We’re Vincent and Jochen from Sitefire (https://sitefire.ai). We have been working together for years, with backgrounds in RL/optimization at Stanford and software engineering from Technical University Munich (TUM).With Sitefire (YC W26), we help marketing teams get recommended by AI Search (ChatGPT, Google AI Overviews, AI Mode, Claude, etc.). Our software monitors prompts, sees which web pages get cited, and uses these insights to help marketing teams take action, e.g. create YouTube videos or write the right blog posts.This means we have a commercial stake in AI-generated web content. And for now, high-information, AI-generated content works great to get cited and recommended in AI Search.But after talking to hundreds of marketing teams, it became clear that everyone despises AI-generated content (“AI slop”). And yet, everyone still wants to leverage AI to create content. So we asked ourselves: what characterizes AI slop? Can we train a model to identify it from human-generated web pages?Researchers from the University of Maryland and Google DeepMind already asked this question for fiction. Their paper StoryScope (Russell et al., 2026) showed that you can tell AI-written stories from human ones by their structure alone, without looking at the words.We ported their pipeline to commercial web pages. Using the Wayback Machine, we collected 2,250 blog posts from 268 B2B company websites that were written before ChatGPT existed. For each blog post, five AI models (GPT-5.4, Claude Sonnet 4.6, Gemini 3 Flash, DeepSeek V3.2, Kimi K2.5) wrote their own version.Instead of looking at the words, we looked at how each post is built. We had an AI model answer 214 questions about every post, e.g. how hard it pushes its own product, whether it backs up its claims with sources, or whether it quotes a named expert. Then we trained a classifier on these answers.On blog posts it had never seen before, our classifier told AI-generated and human posts apart with

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FL score

62

out of 100

Verdict

VALIDATE

high confidence

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A classifier that detects AI-generated web content from structural patterns alone, targeting marketing teams who want to avoid AI slop while still using AI tools.

The pain

Marketing teams face pressure to use AI for content creation but despise the recognizable patterns and low quality of AI-generated output. They want to leverage AI without producing obvious slop that damages credibility.

The gap

No commercial tool exists that reliably identifies AI-generated web content from structure alone. Existing detection methods focus on text patterns or require manual review. The research foundation from StoryScope is novel but unproven at commercial scale.

Build angle

The team ported academic research to a commercial dataset of 2,250 pre-ChatGPT blog posts and trained a classifier on 214 structural features extracted by AI. The approach is reproducible and grounded in peer-reviewed work.

Strengths

  • Founders have relevant ML and software engineering backgrounds from top institutions.
  • Problem is grounded in hundreds of conversations with actual marketing teams.
  • Research foundation is published and peer-reviewed, reducing technical risk.
  • Dataset construction method is clever and avoids the chicken-and-egg problem of labeling AI content.
  • YC backing signals external validation of the team and problem.

Risks

  • Willingness to pay is unclear. Marketing teams may not want to admit they use AI or may not care about detection if the content performs well in AI search.
  • The classifier may not generalize to content types outside blog posts or to AI models trained after the dataset was created.
  • AI writing quality improves rapidly. Structural patterns that distinguish AI today may disappear as models improve, making the classifier obsolete.
  • The business model is ambiguous. Is this a SaaS tool, an API, or a feature bundled into Sitefire? Pricing and distribution are not mentioned.
  • Competitors could emerge quickly. Google, OpenAI, and Anthropic have stronger incentives and resources to build detection tools.
  • The tool may be used for censorship or discrimination against legitimate AI-assisted content, creating reputational risk.

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