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Generative AI and the New Search Experience

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Find out what AI-generated content creation means for search, SEO, and beyond.

Key takeaways

  • Generative AI is a tool that learns from patterns and existing information to create something original, like a piece of content or art.
  • This concept can be helpful for creating content that will get noticed on Google, but there are still ethical and quality concerns.
  • Finding the right balance of automation and human intervention is key.

News about artificial intelligence (AI) is everywhere. Tools like generative AI on Google are changing the content-creation landscape, and marketers are wondering how the new search experience will impact their business and customers moving forward. 

So what’s going on with generative AI? How does it impact search, SEO, and content creation? And what are the ethical considerations? We’ve got you covered in this post.

What is generative AI?

Generative AI refers to a subset of AI techniques that focus on generating new content that is similar to existing information. This type of AI can produce creative outputs – like text, images, or music – by learning from patterns and structures already present in the training data it was created with.

The generative AI technology relies on large datasets to learn their underlying patterns and characteristics. It then uses this info to generate new content that fits within those patterns. The key purpose of generative AI is to create content that is not directly copied from existing data but rather produced based on its inherent knowledge.

Let’s look at two helpful examples:

  1. Creating original art
    The technology looks through thousands of photos and pictures, so if you say “create a painting of a sunset,” generative AI uses all those images to create something new, but similar.

  2. Writing stories
    It scans the common elements of stories and how people communicate with each other. So, if you ask generative AI to come up with a story about a princess in a castle, it will use what’s already out there to come up with something that has these classic storytelling elements.

The key thing to remember about generative AI: it uses what it knows and learns, and takes elements from existing content to come up with something original.


How generative AI impacts content creation

There’s no doubt that generative AI is going to be closely connected to content creation in the years to come. It’s already nearly impossible to avoid. Now, some people are afraid that generative AI is going to eliminate the need for writers, artists, and musicians. If AI can do it, why do we need to? 

But AI can be used to enhance content creation, not take it over completely. That human element is still important and needed to foster meaningful connections with other humans.

Here are a few benefits of harnessing AI-generated content:

  • Creates efficiencies in content processes, like outline creation or error-checking
  • Provides new ideas in brainstorming sessions
  • Comes up with endless topics and themes for marketing content
  • Helps generate keywords and other SEO-related info (more on that later)

There will always be limitations and challenges with each new technology. Generative AI isn’t completely perfect just yet, and likely won’t ever be. So, content still needs to be fine-tuned and fact-checked.


How generative AI impacts search and SEO

Today, we’ve become used to the advanced algorithms that power search engines. Those algorithms immediately deliver thousands of pages when we type a few keywords into the Google search bar. The better they become, the better the search results will be, improving efficiencies and the exchange of information. The user experience can be significantly enhanced with AI-generated content creation. 

Now, Google has implemented something called an “AI snapshot” that compiles results from the web, a summary of the search term, and its best-identified sources. Results can be more personalized based on user preferences, and generative AI can also incorporate enhanced search capabilities that provide results more closely aligned with the user’s intentions.

SEO is a big factor, too. You always want to ensure any type of content that AI generates is still optimized, which involves:

  • Ensuring keywords are used naturally
  • Ensuring the content delivers on its promises and provides value to the reader
  • Editing the content for errors and fact-checking
  • Optimizing metadata and headings for SEO and readability

Generative AI provides a range of opportunities to enhance the search experience for users and improve SEO for marketers. Just make sure you continue to follow news and updates to properly harness all that the technology offers.


Ethical considerations for generative AI

Some people fear what AI means for the world, and many concerns are valid. Content creators struggle to answer the question of whether AI-generated content creation is an ethical way to put their messaging out there.

But there are also worries about potential biases. AI may not understand how to stay neutral on some topics, for example, or it will create content that emphasizes one bias or another. 

The key is to pay close attention to what AI is producing and always prioritize transparency. You need the right balance of generative AI and human intervention. There are plenty of automated tools to take advantage of, but it doesn’t mean your work is out of the equation. Although AI can improve efficiencies and make your efforts more successful, it can’t replace your efforts altogether.


Future AI trends and opportunities

Regardless of whether you like it, AI is here to stay. The fact that it exists at all is a huge advancement, and only time will tell how AI will truly play out in the grand scheme of things.

Some trends that are likely to come soon include the following: 

  • AI-human collaboration in content creation for the highest-quality results
  • New organizational training approaches across industries to integrate AI into daily practices
  • Generative models that can respond to user input or adapt to changing conditions, leading to more dynamic, interactive, and relevant content
  • AI content verification tools that verify the accuracy and credibility of AI-generated content, ensuring it meets quality standards and is factually accurate

There will likely be more complex issues to deal with related to copyright and plagiarism, as well. Organizations will need to address legal and ethical concerns when they start using AI-generated content, particularly around originality. New laws may arise in the coming years as we get to know exactly what AI means in the realm of content.


Harness technology for better content 

The search landscape continues to evolve, and you can start planning for it by recognizing just how much generative AI will play a role. The first step is understanding how to use AI-generated content creation for improved SEO and visibility, but you also need to understand the pros and cons of the technology. Ensuring transparency as well as the quality and accuracy of any content is key to a successful relationship with generative AI. 

Content is still king, though, and you need an exceptional inbound marketing strategy to stand out. The team at ContentBacon is ready to help with sizzling content. Contact us today to get started.

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