This article was based on the interview with Adrien Menard by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. 
Listen to the original episode here:

There has already been an impact of artificial intelligence (AI) on content creation and Search Engine Optimization (SEO) and this will continue to grow, particularly with the emergence of Chat GPT and other AI technologies in search engines like Bing and Google. These AI tools have gained popularity and are being used as personal assistants rather than providing accurate and updated answers.

Marketers need to adapt SEO strategies based on user behavior and the capabilities of AI technologies. While Chat GPT may not be suitable for searching news or hot topics, search engines like Google and Bing are still essential for finding timely and relevant information. Marketers need to consider how AI technologies will affect the way search engines classify and rank content.

One of the significant challenges posed by AI in content creation is the ability to differentiate between content created by humans and machines. With AI-powered language models (LLMs) like GPT, content creation has become not just cheap but free. This raises questions about the relevance and quality of content generated by LLMs compared to human-created content. Marketers need to find ways to distinguish and prioritize high-quality content in this new environment.

Enterprise organizations have a crucial role to play in this emerging landscape. They own the content that is being used by search engines and AI technologies to produce answers and recommendations. Therefore, it is essential for organizations to focus on creating and structuring high-quality content that is easily accessible to search engines and LLMs. By doing so, they can ensure that their content is utilized effectively and serves the interests of users and society as a whole.

Additionally, AI technologies like GPT offer opportunities for creating infinite variations of content tailored to individual users or audience segments. This presents exciting possibilities for content personalization. However, it also places responsibility on search engines like Google and Bing to determine the authenticity and value of personalized content. They need to distinguish between meaningful, personalized content and spam content generated solely for the purpose of generating quantity.

There is a significant impact of AI on content creation and SEO. It emphasizes the need for marketers to adapt their strategies to leverage the capabilities of AI technologies while still prioritizing high-quality content. By understanding the relationship between AI, content creation, and SEO, enterprise organizations can navigate this new landscape and drive success in their search marketing efforts.