What We’re Seeing
Despite the initial excitement surrounding AI-generated content, AI written content by default lacks EEAT (Expertise, Authoritativeness, Trustworthiness) compliance. Audiences are pushing back on low-quality outputs in search results and Google is taking a stricter stance, with some experts even predicting an “AI winter”.
Economic pressures and the cost-of-living crisis are prompting consumers to seek brands they trust. While AI’s cost-effectiveness is undeniable, over-reliance risks diluting brand voice and compromising content quality. To maintain creativity, tone and emotional resonance, brands must ensure human oversight is built into their AI adoption processes. Google’s guidelines and recent algorithm updates now identify low-quality, AI-generated material, placing a premium on localised or user-generated content and penalising “scaled content abuse”.
“LLMs may seem like magical, sentient helpers but they are still, fundamentally, computers which work best when given well-structured inputs. We’re already seeing businesses adapt to provide a more curated way of using AI; Apple Intelligence is a really good example of this.” – Gary Stubbenhagen, Head of Data
Increased paid ad placements in SERPs and a focus on high-quality content also reflect Google’s attempt to enhance user experience while prioritising profit growth. This shift in Google’s direction highlights the importance of a multi-channel approach to search, especially as other platforms, including ChatGPT and Apple’s potential AI search tools, emerge as competitors, appealing to audiences with alternative, AI-driven search experiences.
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Our prediction
As AI continues to mature, its role in SEO will evolve beyond content creation and shift towards supporting operational tasks, enhancing productivity while maintaining brand authenticity. By 2025, AI is expected to play a greater role in data segmentation, reporting insights and identifying trends, while remaining largely absent from customer-facing content to ensure quality.
“AI is not going away – if you work in a tech field, you might already be tired of the hype. In 2025, knowing the available technology and its most practical uses will be essential.” – Sally Poundall, Senior SEO Consultant
Now becoming mainstream, tools such as Google Analytics 4 (GA4) and Marketing Mix Modelling (MMM), will continue to refine SEO reporting and impact measurement, providing brands with clearer insights into their multi-channel strategies and allowing them to optimise content and performance for specific user intent.
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To read three key ways our team uses AI operationally, in order to free up time to focus on more strategic, creative decision-making, download the full whitepaper now.
At Builtvisible, we believe that customer-facing content should remain human-led to ensure quality and authenticity, and any time savings from AI should be redirected into more productive, strategic work for our clients. Get in touch today to discuss how our approach can help you achieve your content production and SEO goals.
