people used to spam articles, maybe with slight variation in phrasing/words, to create a ton of content easily. it's called "article spinning."

search engines learned to recognize this and punish websites that did it. it would hide/lower them on the search.

this person took all the website links from his competitors, spammed fake internet articles with those links, and now the search engines are punishing the competitor by hiding the competitor's links/website.

the "new" is that it used to be programs or wordbots things that did this shady practice, apparently AI is just spitting the shit out now and is way easier to do.