If you’ve read our latest newsletter, you’ll know we’ve been diving into some fascinating reads this week — including insights from industry experts and Lyft’s CMO. We’ve handpicked the most practical takeaways and real-world strategies from those articles to help you make sense of how AI is reshaping digital marketing.

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Because while everyone’s talking about AI, not enough people are talking about how to use it well.

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Artificial intelligence isn’t just another buzzword—it’s quietly redefining how we build, optimize, and measure marketing campaigns. From smarter targeting to faster content creation, AI has unlocked possibilities marketers once only dreamed about.

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But here’s the catch: AI won’t replace marketers. It will elevate those who know how to use it wisely.

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In this post, we’ll break down 7 practical ways to integrate AI into your digital marketing strategy — without losing your brand’s voice or your audience’s trust.

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1. SEO Isn’t Dead—It’s Getting Smarter

There’s a running joke in marketing circles that “SEO dies every year.” 

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A recurring misconception is that AI will make traditional SEO obsolete. We think that it is a myth like other industry experts.

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While AI-driven tools and search interfaces (like ChatGPT Search or Perplexity) are on the rise, Google still holds over 90% of the global search market. In other words, people are still searching—and SEO is still the bridge that gets them to you.

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What’s changing is how we optimize: AI can now analyse intent faster, suggest structure, and surface insights you might have missed. But the fundamentals—quality content, technical health, and backlinks—still win the game.

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💡 Key Insight: SEO remains indispensable. AI aids in enhancing SEO efforts but does not replace the foundational strategies for achieving high organic rankings.

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2. Generative Engine Optimization (GEO): A New Frontier

A notable trend in 2025 is the emergence of "Generative Engine Optimisation" (GEO), which focuses on ensuring content visibility for large language models (LLMs) such as ChatGPT or Google Bard. As AI-powered search engines like ChatGPT, Bard, and Perplexity start answering questions directly, marketers must adapt their content to be discoverable by machines as well as humans.

This means:

• Structuring data and schema markup correctly.
  
  
• Writing in clear, concise formats that LLMs can easily summarize.
  
  
• Optimizing your site for both traditional rankings and AI visibility.
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💡 Balance is key: Don’t abandon Google for LLMs, or vice versa—optimize for both.
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3. Partnering with AI for High-Quality Content Creation

AI has revolutionized content creation by acting as a productivity enhancer. However, over-reliance on AI can lead to generic, unengaging content. Instead, AI should be used as a collaborator rather than a substitute for human creativity.

The Role of AI in Content Creation

• Outlining and Ideation: AI tools like ChatGPT or Claude can generate outlines and initial drafts.
• Keyword Strategy: While AI can incorporate keywords, it often requires human supervision to ensure proper placement and context.
• Editing and Refinement: A human touch is essential for maintaining authenticity, creativity, and empathy.
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💡 Best Practice: Use AI to streamline the writing process but rely on human oversight to fact-check, optimise for SEO, and infuse personalised examples. 

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4. Leveraging AI for Digital Advertising: Targeting Micro-Moments

Think about those instant decisions your customers make—Googling “best hiking shoes” right after seeing a trail video. Those are micro-moments, and AI is built to capture them.

AI-powered ad platforms like Google Ads or Meta Ads Manager can now:

• Analyse behaviour and intent signals in real-time
  
  
• Adjust bids dynamically for high-intent moments
  
  
• Expand reach using predictive audience matching

But remember—AI needs room to learn. Give it enough budget and data to optimise effectively. We want quality conversions, not just clicks..

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5. Adapt Your SEO for AI-Driven Search Features
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Search results are no longer just “10 blue links.”

Today’s SERPs feature AI Overviews, People Also Ask, and Featured Snippets that provide instant answers.

To stay visible:

• Add structured data to help LLMs understand your content.
  
  
• Target long-tail queries that answer specific user questions.
  
  
• Prioritise expert-led, shareable content—what Google now calls “helpful content.”
  
  

If your content educates and engages, you’ll be rewarded across both human and AI-powered search.

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Key Takeaways

• SEO is evolving, not dying. Use AI to enhance—not replace—your strategy.
  
  
• Balance SEO and GEO. Make your content visible on both Google and generative engines.
  
  
• Keep your brand human. AI can write, but only you can connect.
  
  
• Capture micro-moments. Let AI find and convert high-intent opportunities.
  
  
• Govern your AI use. Clarity builds trust.
  
  
• Stay curious. The marketers who adapt fastest will win.
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Final Thoughts

AI isn’t here to replace creativity—it’s here to amplify it.

When used intentionally, it helps marketers scale smarter, personalize better, and think bigger. But the soul of marketing—the empathy, storytelling, and understanding of human behaviour—will always be ours to own.

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“The future isn’t human or AI. It’s human + AI.”

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