Does AI Have a Role in Marketing?

Of all the blogs I’ve written at Alter Endeavors, this post to me is the most fascinating. It’s also the blog most likely to cause my teammates to be mad at me. Why? Because I downloaded an AI Chat program. I wanted to test it out and see how AI could impact the future of marketing, SEO, and maybe, just maybe, find a tool to write better, faster emails. 

My tool of choice was Jasper, an AI Chat program specifically for generating marketing text. The program offers AI compositions in blog form, email, subject line, and more. For the sake of this blog, I wanted AI to write a blog for me about AI and search engine optimization (SEO). 

The reason I chose this subject is because I went into this with a hypothesis. My theory was that AI Chat programs would eventually be used for search engine optimization of web content and integrated into search engine algorithms via keywords and phrases. So here we go.

The Test: Ask an AI to Write About SEO

I asked Jasper to write me a blog on with the following parameters:

• Topic: The history of SEO, Google, and how AI text could be incorporated into website content in the future
• Tone of Voice: Professional and Engaging 
• Keywords: Search Engine Optimization 

And here’s what we got: 

Search Engine Optimization (SEO) has been around since the early days of the internet. It was initially used to help webmasters get their pages ranked higher in search engine results, and today SEO remains an important part of digital marketing. Over time, Google—the world’s most popular search engine—has developed a sophisticated algorithm for ranking websites. This algorithm takes into account a variety of criteria, including page content and the number of relevant links pointing to the page.

In recent years, Artificial Intelligence (AI) technology has been getting more sophisticated. Search engines are now using AI algorithms to understand user intent and deliver better search results. This means that in the future, webmasters will need to use AI-powered text on their websites in order to ensure they get higher rankings from Google. AI-generated text can be programmed with a specific keyword or phrase that is then incorporated into the website’s content for maximum SEO benefit. 

By taking advantage of this technology, webmasters can create content that is optimized for both users and search engine algorithms—allowing their pages to rank higher in search engine results. This will ultimately lead to more visibility, traffic, and conversions for the website. As AI technology continues to evolve, Search Engine Optimization campaigns will become increasingly sophisticated and effective.  

Why Working in Harmony Is Necessary

Human here, now. The AI-generated content was pretty good for three paragraphs. After the third paragraph it turned into a mix of gibberish and characters, but for the most part the content is engaging, professional, and interesting. 

But the third paragraph caught my eye. 

By taking advantage of this technology, webmasters can create content that is optimized for both users and search engine algorithms—allowing their pages to rank higher in search engine results.

This is exactly my hypothesis. Whether it turns out to be true, remains to be seen. 

So the truth is that these AI generators aren’t perfect and will evolve, but their core use and functionality long term will likely be to aid the optimization of content for both users and search engines. 

But even with this usefulness of AI demonstrated, a strong keyword strategy will always be needed to achieve SEO success. This is because I still needed to choose a keyword—I could not have the AI pick a keyword for me. Extrapolating further, marketing professionals will likely be able to use AI-generated content pieces around their specific target keywords to assist their own content on webpages and boost rankings. 

Robots vs. Robots: Don’t Get Caught in the Crossfire

A word of caution: it’s not too long ago that Google was pretty explicitly against AI content. The basic argument was that Google already had a guideline against the use of automatically generated content, and that AI fell into this category. This would lead to Google’s robots penalizing content that Google knew was written by, well, robots.

Since that time, Google has further elaborated in a way that somewhat softens its stance. Google now states that it is specifically against spammy automatically generated content. For Google, this means several things, including “Text generated through automated processes without regard for quality or user experience.”

In other words, generating AI blog after AI blog in the hopes of gaming your SEO and skyrocketing your website’s position in search will almost definitely backfire. Google’s emphasis over the last several updates has been squarely focused on better quality and better user experience. This means that, as AI tools begin to be employed for SEO and other marketing purposes, human oversight is more important than ever to ensure that users are still getting value from your content.

AE Is Ready to Build Your Human-Generated Marketing Plan

AI text platforms have the potential to increase the value and impact of what we do at Alter Endeavors. It’s a new terrain, but the future shouldn’t include scary AI robots taking over marketing and turning us into some I, Robot scenario. Instead, marketing professionals will be able to use these tools and deliver you better results online. 

Now, when that implementation happens remains to be seen. Three paragraphs then gibberish isn’t going to convert users. These programs won’t be able to develop strategy-driven keyword lists. They won’t be able to optimize pages. They’re just another tool in our arsenal we can use to deliver better results online and convert new users. 

Regardless of whether you use these tools yourself, a conversion-driven strategy is still needed. To get started on your online digital strategy, or keyword strategy, click here.