Search engines are using complex AI: how to adapt your marketing strategy.

What is AI? AI is artificial intelligence, essentially software built by humans to be able to do something that traditionally only humans have done, such as writing a blog (see what we did there).

AI is a really hot topic as of late, with ChatGPT writing almost anything, from recipes to university essays, and with AI art creating realistic and imaginative avatars on social media or on websites from a simple short written description.

AI is not without controversy, however, as it has faced criticism for plagiarism of other websites’ content and ‘stealing’ art.

So, how is AI changing the world around us, what are its limitations and how can it be used to help your marketing strategy? Don’t worry we’ve got you covered as we delve into the fascinating world of AI in marketing.

What developments are coming into effect?

On the 6th February, Google’s CEO, Sundar Pichai announced they were launching Bard, a new search capability that will allow searches to simplify topics and will make answers to specific questions you have on Google easier to find.

This new service, yet to be fully unveiled, will be one of many changes that Google has made to their search algorithms in the last year (see our blog about this here).

Not to be left behind in the AI arms race, and capitalising on its recent success, Microsoft has recently revealed plans to integrate ChatGPT, a state-of-the-art AI technology, into their search engine, Bing. Some users have reported seeing this integration being tested on their own Bing search engines.

This significant step by Microsoft showcases the growing trend of using AI to enhance search engines and provide users with more accurate and personalised results.

Why should we embrace AI?

We all love a shortcut! AI is ultimately designed to help us produce great results without the effort, and AI such as ChatGPT has a huge range of applications.

University students use it to help to write their essays, giving them more time to research and absorb their work, and marketers use it to create more written content, and fast.

ChatGPT at least looks to be a huge hit, with over 100 million users since it launched in November.

AI is also likely to make searching for an answer on any search engine easier, as more intelligent future search engines will provide more accurate results even more in tune with what people are looking for.

Limitations of new AI developments.

If you don’t know about the recent controversies surrounding AI, we must ask where you have been?

Many AI developments of late are still in early stages, so have faced some major issues, for example, ChatGPT has been accused of plagiarising large sections of essays written by the AI without crediting the sources.

Art AI works by being fed many artwork pieces, which are created by hardworking artists and ‘replicating’ their style without giving them credit and artists have claimed their art has been fed into the AI without their permission.

This means that although AI is a useful tool to save us all time, we must still edit the results they produce and give credit where it is due to the original creators.

There is also the risk (especially AI that produces written work) of errors, known in the tech world as ‘hallucinations’ where AI may throw out completely incorrect facts or biased results.

So it’s important that facts and wording are double-checked before being put out for the world to see.

How does this affect your marketing strategies?

AI is undoubtedly an excellent tool in your arsenal; it can shorten repetitive jobs and produce fun artwork results. It can create content to free up your time and will allow search marketing professionals, graphic designers and copywriters alike to create more useful content in less time.

It will also mean that businesses, especially in niches will have the opportunity to answer more complex questions that their customers are asking as search AI becomes more intelligent. This provides businesses with the opportunity to provide more in-depth information on their websites that customers are specifically searching for.

Google for example, has launched the use of subtopics, where people who are searching for “bikes” for example, will have a range of subtopics like, “affordable bikes”, “mountain bikes” to choose from depending on what’s important to them when making their buying decisions.

AI will certainly change the landscape of search for both those producing and absorbing content. This all means that having new and detailed content on your website and where search engines can find is more important than ever, as search becomes better at knowing what content is useful for your customer and what website best informs them in their purchasing decisions.

This is why we’re here, to help you to navigate the world of search as it develops. If you need help with your search engine optimisation, why not get in touch?

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