Recently, I had the pleasure of presenting at SMX London on Supercharging your SEO with AI and thought I would share some of the insights with Search Engine Land readers.

Google made global headlines with the demonstration of its new Duplex at this year’s I/O developers conference. This artificial intelligence (AI) system can “converse” in natural language with people to schedule an appointment at a hair salon or book a table at a restaurant, for example.

To pass the Turing Test, AI must behave in a manner indistinguishable from that of a human. To many, Google Duplex has proven that it can pass this test, but in truth, we are only seeing the beginnings of its future potential.


This particular use of AI made headlines because people are drawn to applications of AI that can mimic human interactions, whether in science fiction or in real life. While that response is driven by fascination, it is also host to an element of fear.

Can AI replace people?

As marketers, we typically encounter two perspectives on this. Either AI will take our jobs and render us obsolete or it will complement our skills and make us more effective.

According to a study by the Economist,  75 percent of executives say AI will be “actively implemented” in companies within the next three years, so this is more than a hypothetical discussion.

As hype turns to reality, we are realizing that the second perspective is the likely outcome. This would certainly be the most beneficial outcome, with PricewaterhouseCoopers predicting that AI will add $15.7 trillion to global GDP annually by 2030.

Moreover, AI is already all around us, embedded in products and services we use every day, like Netflix and Pandora.

Perhaps most pertinently to us as marketers, AI is deeply embedded in search, and it opens a raft of new opportunities for SEOs that embrace this technology early.

The role of AI in search

Artificial intelligence is making search more human. Although search does not yet “speak” to users in the same way the Google Duplex demo could, its objective is very similar.

Google’s

[Read the full article on Search Engine Land.]

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