AI is everywhere, but when is it useful? What do you need to know about it?
How are marketers and SEO professionals actually using generative AI today to work more efficiently and run better campaigns?
With search engines touting new AI integrations and thousands of new AI tools coming online every day, separating the fabulous from the flops can take a lot of work.
On June 1st, I hosted a webinar with Matt Southern, Senior News Writer, from Search Engine Journal, and Jennifer McDonald, Client Success Manager.
Southern and McDonald discussed the latest AI news and top tools, answered marketing and SEO-related AI queries, and shared their top tips for integrating these emerging technologies.
Here is a summary of the webinar. To access the entire presentation, fill out the form.
AI vs Generative AI
Artificial Intelligence (AI) refers to a broad field of computer science aimed at creating systems capable of performing tasks that normally require human intelligence.
Generative AIon the other hand, is a sub-area of AI. It learns from data and uses that learning to create new content or predictions. Consider GPT-4, developed by OpenAI, capable of generating human-like text that is contextually relevant and highly sophisticated.
Generative AI has come a long way, from logic theorists in 1956 to Google’s latest Search Generative Experience (SGE) in 2023.
[See the AI timeline of developments] Access the on-demand webinar immediately →
How generative AI is changing digital marketing
AI improves digital marketing in the following areas:
- Productivity: Completing tight tasks faster saves mental energy
- Connection: Greater understanding of personas, demographics and language.
- Idea: Moves the jump point further down the field.
- Funnel: Deeper, more impactful campaigns.
- Content for beginners: SMBs and solopreneurs can now create content that meets industry standards.
[Dive deeper into each area] Access the on-demand webinar immediately →
Areas of digital marketing where generative AI is useful
Generative AI holds enormous potential and can be used in almost every aspect of marketing.
This cutting-edge technology has a wide range of applications, allowing it to significantly transform standard marketing methods.
Generation of high engagement titles
Grouping of unstructured content
Keyword strategy and cluster validation
Keyword and copy intent validation
link building reach
Summaries of organic link building content
Theme idea and identification of gaps in content
Content layout and structure
First draft creation. Image and video creation
Background generation for product images
Audience Tone Validation
Hyper-Personalized Email Generation
Predictive hurdles and proactive sales content
Creation of the product description
Personalized and powerful ad creation
Project outline and research
Creation of brand stories
|IT & AI
[Discover more uses of advanced/trained language model] Access the on-demand webinar immediately →
When is generative AI harmful in digital marketing?
While generative AI has significant potential in digital marketing, misusing it can lead to unforeseen consequences.
Let’s examine some instances in different categories where abuse of Generative AI has had unintended consequences:
- Data protection and protection of confidential information: For example, Samsung suffered a leak of sensitive data due to improper use of AI.
- Content Accuracy: One notable case involved a lawyer facing a court hearing because a generative AI incorrectly cited six non-existent legal issues.
- Total AI content: While Google doesn’t explicitly penalize AI-generated content, it prefers content with Expertise, Authority, and Trustworthiness (EAT). Generative AI has yet to reach this level of content creation.
Tips for testing and rolling out new AI tools
Companies can use AI strategically and integrate it into their processes. Here are some ways to ensure a smooth transition:
1. Crawl, then walk, then run
Start with simple tasks and learn how your company can increase AI performance through human-centric connections.
2. Use the cyborg approach
Heart, emotions & experiences of a human, speed of a machine/CPU.
3. Efficacy Comparison
- At the end of each project or task, enter your OG idea into AI.
- See how close it is to your final human result.
- Select areas where you can use AI.
4. Take exams
Use trial versions of several tools. Don’t settle for just one tool.
5. Make AI your best friend
Spend 5 minutes a day using AI for non-work related questions and tasks to build your database of potential search applications.
6. Start an AI committee
Challenge individuals to think about ethics, use cases, business research and education.
7. Think of AI as your co-pilot/personal assistant
What would you ask them to do for you? Can AI do this for you?
The integration of AI can create transformative changes for an organization, driving efficiency, profitability and growth.
[Peek into SEJ’s current AI tool sets] Access the on-demand webinar immediately →
Now let’s explore the future landscape shaped by AI integration and forecast the potential impact on small businesses, data stewardship, content generation and search engine results:
- Small businesses and solopreneurs will find success faster.
- First-party data will have a more accessible and robust home, allowing for a resurgence in hyper-targeted marketing.
- Better connect with audiences through proactive problem solving.
- “Total-AI” content will of course be downgraded due to its duplicating nature; Personal experience and human contact will be the main differentiator.
- Hyper-niche content gets a chance to stand out in search results.
- AI will bring a level of personalization to SERPs like we’ve never seen before
[Uncover the reality of AI in marketing] Access the on-demand webinar immediately →
- What are your thoughts on the evolution of SEO in the context of AI advancements, especially given the emergence of SGE?
- Could the discrepancy between the sources selected by SGE and the best organic search results lead to a new SEO strategy that prioritizes optimizing content for AI-generated results over traditional organic rankings?
- What are the recent developments or trends in advertising in formats like SGE and Bard?
- How are SEO professionals and website owners prepared for AI adoption? Is there a consensus on the right direction? Or is it more of a mixed and experimental approach?
- Do you see significant opportunities for AI implementation in sales and customer management?
- Will Search Engines Penalize AI-Generated Content?
- How is AI improving email marketing and what’s a quick tip for using AI in your email marketing strategy?
- How are you currently using AI tools to improve specific areas? If you had to choose only one AI tool, which one would you choose?
[Find out the answers] Access the on-demand webinar immediately →
[Slides] From Science Fiction to Marketing Reality: Exploring the Impact of AI
Here is the presentation:
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Featured image: Paulo Bobita/Search Engine Journal