Year: 2024
Type: dissertation
Abstract: This paper studies the use cases, benefits, pitfalls, team role implications, organisational success factors and organisational barriers for generative AI in content SEO work. The findings come from ten interviews with Finnish SEOs and content creators. Main findings were that AI use is still largely unstructured and individually driven. While AI text was perceived to be good enough for specific use cases, human edits and revisions were still needed in most cases. AI text fluffiness, factual errors, incorrect tone and mistrust in Google’s guidelines all made human edits necessary. Time constraints, frustrations with prompting and difficulties in validating AI investments were seen as barriers for AI use. At the same time, prompt templates, training sessions and individuals excited on AI all contributed to more effective AI use. While AI was seen more like a tool, there were still multiple instances where experts could see AI replace human tasks, especially when it came to content ideation.
Source: Aaltodoc (Aalto University)
Author: Havia, Markus
Language: English
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: green
OpenAlex ID: W7019505976