How are ChatGPT and content AI impacting blogs and SEO?

The rise of artificial intelligence (AI) has allowed businesses to make data-driven decisions faster than ever. Among the most exciting of these tools is ChatGPT, a chatbot that can quickly and accurately respond to user prompts. 

AI has the potential to revolutionise the way businesses interact with customers but the implications for search engine optimisation (SEO) must be taken seriously. 

In this article, we outline a few of the leading AI content tools, their capabilities and limitations, and how they can affect your SEO efforts. By the end of this post, you will better understand the ramifications of AI and be equipped to make use of these tools in the most appropriate way for your brand.

AI content creation tools

There are countless AI tools available now and many more are being developed. Some of the leading tools to be aware of are Bard, ChatGPT, and ChatSpot. 

What is Bard? 

Developed by Google, Bard is a content creation tool that helps users write and publish content for a website or blog. It analyses user input and provides suggestions for improvement, including search engine optimisation and plagiarism checks. 

This tool is still being tested, but you can join the Bard waitlist.  

What is ChatGPT?

ChatGPT is a powerful language model created by OpenAI. It can generate text based on the user’s prompts, gathering data from books, articles, websites, and a range of other sources. It then uses the information to formulate helpful and informative responses. 

There are currently two versions – a free option and a premium subscription called ChatGPT Plus. This has faster response times, access to new features, and access during times of peak demand.

What is ChatSpot? 

Currently still in development, ChatSpot is an AI assistant that helps users interact with HubSpot CRM using the ChatGPT framework. It can draft content, summarise articles, generate images, and manage files. It can also assist with tasks like managing workflows and HubDB tables, streamlining your business operations, and enhancing productivity.

The ChatSpot tool is especially helpful for writing emails based on user data – particularly one-to-one sales emails. If your team uses HubSpot, join the ChatSpot waitlist today. 

What can AI do? 

Since the groundbreaking launch of ChatGPT in November 2022, concerns have been raised about the effect it could have on marketing. To assess these risks, it is vital to first have a thorough understanding of what AI is capable of, and what its limitations are. 

AI capabilities

Artificial intelligence is a rapidly evolving field in which algorithms and computer systems simulate human cognition and perform tasks that typically require human cognition. Here are a few things that AI is currently capable of:

• AI algorithms can identify patterns and classify data with a high degree of accuracy, enabling applications such as image and speech recognition.
• AI uses Natural Language Processing (NLP) to analyse and understand human language, enabling applications such as chatbots and language translation.
• AI uses predictive analytics to evaluate large amounts of data and make predictions. This is useful for applications such as predictive maintenance and fraud detection.
• Some AI can enable machines and systems to operate autonomously, without human intervention. This is used in applications such as self-driving cars and drones.
• AI can analyse data about individual people to personalise products and services for them. This is commonly applied to personalised advertising.

As AI continues to develop, it has the potential to revolutionise industries and transform the way we live and work. However, there are also concerns around issues such as bias and privacy that need to be addressed to ensure that AI is developed and used responsibly.

These AI content tools are an excellent resource for overcoming writer's block and getting a written piece started. For long-form content, they are best used to create a draft outline. For short-form content, like emails, they can be used with little intervention. 

The text does need to be checked and edited by an internal expert or copywriter to ensure accuracy and credibility. This person will craft the piece towards the local market and target customer, eliminating any bad-fit leads in the process. 

AI limitations

Due to the inherent limitations and ethical considerations of AI, there are certain things it is currently not capable of, and may never be capable of.

• AI cannot understand and empathise with human emotions or subjective experiences. These are highly complex and cannot be quantified by AI.
• AI cannot replace human imagination and intuition. These are based on a level of consciousness and understanding that is currently beyond AI’s comprehension.
• AI cannot make moral or ethical judgments without first being programmed with rules or guidelines.
• AI cannot replicate the human experience, as it lacks the ability to truly feel, learn, and grow in the way that humans do.
• AI cannot fully replace human interaction and communication, as it lacks the nuances and subtleties of human language and behaviour.
• AI cannot be held accountable for its actions in the same way that humans can. It is ultimately governed by algorithms and programming that dictate its behaviour.

Whether we use these tools for marketing or other purposes, it is fundamental to ensure they are developed in a responsible manner. 

How does AI affect SEO?

Depending on how they are implemented, AI content tools can have both positive and negative impacts on SEO (Search Engine Optimisation). 

Positive impacts of AI on marketing

Given the current capabilities of AI, the main advantages it provides for marketers are as follows: 

Speed and efficiency

When used strategically, AI content creation tools can produce content quickly and in large volumes. This makes it easier to publish content frequently and consistently which is a key factor in SEO.

Improved targeting

AI algorithms can analyse data about user behaviour to create content that is more relevant and targeted at specific audiences. This way, the content is more likely to be seen by the right people and recognised by search engines. 

Increased productivity

AI content creation tools can automate certain tasks, such as keyword research and optimisation. This frees up time for SEO professionals to focus on more strategic tasks that AI cannot do. 

Negative impacts of AI on marketing

Based on the limitations of AI, there are a few drawbacks to consider when using these tools. To overcome these, you will need to ensure all AI content is thoroughly checked and backed up by human-led research. 

Low-quality content

If AI content creation is solely focused on churning out large volumes of content, quality may suffer. This results in low-quality or irrelevant content that can harm SEO or be reported as spam.

Lack of originality

Since it relies heavily on pre-existing templates and structures, AI content is likely to lack originality. If the content is too similar to other existing sources, this will harm SEO.

Reliance on data

AI may prioritise data-driven optimisation over creating engaging content. This can lead to content that is technically optimised but not actually valuable to users.

Overall, the use of AI for content creation can have a positive impact on SEO by enhancing efficiency, precision, and output. However, this should not be achieved at the expense of user engagement and content quality.

Key takeaways

As HubSpot and other platforms continue to roll out content writing tools, marketing and content creation will evolve alongside them. Whether you decide to utilise these tools or not, here are the main things you should keep in mind:

• AI cannot replace customer-led marketing, empathy, or personal connections. 
• AI is an effective tool to draft content but only if you, a human, has identified the customer’s questions, pain points, and buying journey. 
• A human still needs to analyse and edit AI-generated content to align with the brand voice and target audience. 
• According to Google, small amounts of quality content are still more valuable than large quantities of automated content. 
• If used incorrectly, automatically generated content is a violation of Google’s spam policies. It must be relevant and valuable to the reader to avoid a penalty. 
• Content AI should be used in conjunction with the They Ask, You Answer framework. 

Ultimately, marketers and brands need to make customer-centric content their top priority. This means using AI as a tool to support the They Ask, You Answer framework and reviewing any AI-generated content through the lens of the customer. 

As technology continues to evolve, connecting with the customer on a human level will always be the main objective. Find out more about how to achieve this with our full guide to SEO.