"To chart your course through the AI transition, start with your destination in mind."

"But it was too hard to ignore the promise of improved efficiency — and then there’s the dizzying variety of tools."

"“An inconvenience is only an adventure wrongly considered.”"

"As you dip your toes into the waters of AI-generated content, watch for opportunities to incorporate it into your marketing content and strategy."

"AI’s strengths are often the inverse of your own. AI can produce content en masse, while you can inject it with factual support and lived experiences."

"AI can offer endless new ideas with no hint of writer’s block, while you can cook up strategic plans and put ideas into action."

"seed your prompt with the exact information you want in your content, like facts and statistics, outline structures, and calls to action."

"give AI jobs it can execute. Choose topics without a complex narrative, and make sure your prompts don’t reference specific brands or products"

"Assume nothing and fact-check everything."

"In the era of AI-generated content, there are human-writer purists, AI maximalists, and everything in between."

"in our experience, the best ratio of human-to-AI involvement is usually about 50/50."

"Most generative AI tools offer unique front-end experiences built on the same tech as ChatGPT (GPT-3 or GPT-4), so it makes sense to use ChatGPT as your starting point."

"Your job isn’t to avoid risk entirely, but to understand what’s ahead of you, then decide which use cases make the most sense."

"Our theory: SERPs will become saturated with AI copycat content. This will diminish SEO returns, giving way to new ranking preferences like thought leadership."

"AI tools will catch on fast: AI tools are cheap, widely accessible, and require minimal technical savvy."

"AI will take over simple content: Consider the average reader of an SEO blog post."

"SEO will look very, very different: With questions answered directly in search queries by AI-powered features like the Google Bard chatbot, zero-click searches will become commonplace."

"Bylines and sources will become more important: Google already values subject expertise, authority, and trustworthiness."

"Sharing verifiable details about the author of your content will likely become a competitive differentiator."

"Humans will focus on strategy/we’ll all become strategic: As AI content generators take over low-grade tasks involved in content marketing, humans can dedicate more time to strategy."

"Adapting may mean leaving the days of pure keyword research behind you and trekking ahead into new territory."

"Diversify your content: Keep adding SEO content, but experiment with new content approaches, like backlinks and social media."

"Prioritize information gain: Remember that AI content can’t conduct primary research — it depends on what’s already on the internet."

"Same story, but with a twist: Two blog posts with nearly identical information can still deliver completely different reading experiences."