Jake Rheude is a featured contributor to The Impact of AI on Modern Marketing: 50 Categories Ranked, 70 Experts Sound Off report.
Here's the complete contribution:
As a marketer, I'm generally bullish on the developments in AI, particularly as they relate to SEO.
Google Search has been increasingly testing AI in various components of their search engine algorithms in an attempt to enhance search engine results. Google's search engine algorithm has developed into an incredibly complex, but human built, formula which has resulted in their dominance of online search.
SEO's have also attempted (and generally come very close) to understanding the exact factor influencing this algorithm, but Google has always controlled this secret "recipe". Google's goal adding AI to their search algorithm will certainly be to create a faster, more enhanced and personalized search experience for the user, but in doing so, Google will inevitably loose some factor of control over what's influencing a search result.
Theoretically, this could create a more even playing field for SEM/SEO firms to use a counter AI to monitor and Google's results, and better predict how to enhance their company's/client's marketing.
Think of it this way, Google has always held 100% of the deck, but the more they turn over to AI, the less of the deck they ultimately hold, (or at least, completely understand) which may make it easier for marketers to monitor what's driving search results.
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