How do you promote a content-based website these days?

In the past, content-rich platforms like blogs or news sites, even with minimal daily users, had the potential to capture Google's attention and witness exponential growth in traffic. However, the digital landscape has evolved. With the advent of AI and its prowess in content creation, the dynamics of content value are shifting. If an AI tool can churn out content that mirrors human quality at a pace 10-20 times faster, where does that leave traditional content creators in Google's eyes? While Google's guidelines seem to be accommodating of AI-generated content, it begs the question: can a site primarily fueled by AI-driven content genuinely engage and grow its user base? If so, how? The crux of a content-based platform's success lies in its quality, niche relevance, and the competition it faces. Yet, one of the most daunting tasks remains: gaining Google's endorsement and getting organic users. And when direct sales aren't the primary goal, the feasibility of using ads to boost traffic becomes questionable. I've encountered the touted benefits of SEO, but my confidence wavers. Lately, Google seems to be an enigma, emphasizing quality, authority, and relevance in unpredictable ways. So, with all these considerations in mind, how do you promote a content-based website these days?