How AI is reshaping search and content
Generative AI tools like ChatGPT and Jasper have made it easier than ever to produce blog posts, product pages and even images at scale. Research suggests that up to 90% of online content could be touched by AI in the next year (Welch, 2025).
While this surge in automation helps marketers publish more quickly and cheaply, it also raises questions about originality and the spread of misinformation. AI systems learn from huge corpora of existing web content, meaning they can replicate biases and inaccuracies that already exist (Welch, 2025).
When unedited AI-generated text is published verbatim, it can dilute a brand’s unique voice and compromise the experience, expertise, authoritativeness and trustworthiness (EEAT) signals Google values (Adebayo, 2025).
At the same time, consumers are changing how they search. Google’s AI Mode and AI Overviews allow users to ask conversational questions and receive long‑form answers without leaving the search engine.
This shift is leading to fewer clicks through to websites, but impressions are increasing. For Perth businesses, the goal is no longer just ranking for keywords; it’s becoming a trusted source that AI summarises for searchers.
The ethical challenge of AI content
Rapid adoption of generative AI means marketers must think about more than efficiency. According to a HubSpot study, only 7% of marketers publish AI‑generated content without editing, while 56% significantly revise it and 38% make minor tweaks.
This caution reflects legitimate concerns. Without human oversight, AI can amplify misinformation, infringe on intellectual property rights (Welch, 2025), and encourage a “race to the middle” where originality is sacrificed for speed.
Ethical SEO practice requires balancing automation with responsibility. That means fact‑checking AI outputs, citing credible sources and maintaining a consistent brand voice.
It also means thinking about sustainability. Large AI models consume significant energy and water (Welch, 2025). While you don’t have to abandon AI altogether, using it judiciously – and aligning it with your environmental values – demonstrates social responsibility.
Why communities matter more than ever
SEO has always been built on collaboration and knowledge sharing. Online forums, webinars and networking groups form communities of practice where professionals learn through shared experiences (Wegner, 1998).
AI can threaten these communities by automating tasks that once required discussion and mentorship. Researchers note that over‑reliance on AI tools reduces opportunities for tacit learning and turns practitioners into operators rather than critical thinkers (Bharti & Park, 2023). When algorithms make decisions about what content is relevant, human input becomes peripheral, and professional identity is weakened.
Maintaining a vibrant SEO community is critical for ethical decision‑making. Peer review and mentorship help practitioners challenge each other’s assumptions, share insights and develop guidelines for responsible AI use.
At White Chalk Road, our search marketing specialists actively participate in the industry and training to ensure our strategies remain human‑centred. We believe that technology should enhance, not replace, professional judgment.
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The broader cultural forces behind AI
From the production of culture perspective, technological, economic and institutional pressures shape the way content is created and valued (Peterson & Arnad, 2004). The demand for ever‑faster results and lower costs encourages marketers to lean on AI even when it sacrifices quality.
Studies show that over half of marketing teams use AI tools to optimise content, 50 % create content using AI and 45 % employ AI to brainstorm ideas (Digital Marketing Institute, 2025). This efficiency can commodify content; pages are valued for their ability to satisfy algorithms rather than inform readers.
Search algorithms also act as gatekeepers. As AI‑generated summaries become the primary way users consume information, websites risk losing traffic; up to 40 % reductions in visits have been reported in some markets.
Brands with strong topical authority, however, still appear in AI answers. To succeed, businesses must produce trustworthy, in‑depth content across their niche and ensure their site is fast, well‑structured and easy for both humans and AI to parse.
Best practices for responsible AI‑assisted SEO
Anchor AI to your goals
Don’t create content for content’s sake. Every AI‑assisted piece should support your business objectives, whether that’s generating leads, building authority or educating your audience.
Align prompts with specific keywords, intent and structure (Welch, 2025). For example, ask your tool to include natural mentions of AI SEO and ethical SEO and to link to authoritative sources like industry journals or official guidelines.
Keep the human in the loop
Always review, edit and fact‑check AI content. Incorporate your brand’s personality and local perspective so readers know they’re hearing from you, not a machine.
Use AI for draft generation or brainstorming, but rely on your expertise for final decisions. This approach aligns with Google’s EEAT framework and helps maintain user trust (Adebayo, 2025).
Build topical authority
AI search tends to surface sites with deep, cohesive coverage of a topic. Develop a library of interlinked articles, guides and FAQs that demonstrate expertise in your industry.
For example, our article on Optimising for Google AI Mode explains how generative AI is changing search and offers actionable steps for Perth businesses. Linking related pieces together helps both users and algorithms understand your site’s structure.
Invest in technical excellence
Speed matters to AI crawlers. Optimise images, reduce unnecessary code and implement lazy loading so your pages load quickly. Use schema markup and clear headings to help AI interpret your content. And ensure your pages are accessible on all devices.
A technically sound site supports both human visitors and AI summarisation.
Adopt a hybrid reporting approach
Traditional analytics focus on clicks and sessions. In an AI‑search world, impressions and brand mentions become equally important.
Consider using AI listening tools to track when your brand is cited in AI responses, and adjust KPIs to emphasise conversions, engagement and authority.
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WCR’s approach to AI and GEO
At White Chalk Road, we’ve been navigating search algorithms since 1999, and we’re committed to helping Perth businesses adapt responsibly.
Our focus is local, personal and accountable: we assign a dedicated marketing manager to every client and act as an extension of your team. That philosophy guides how we use generative AI.
We see AI as a tool, not a replacement. Our GEO (Generative Engine Optimisation) service leverages AI insights to complement traditional SEO. GEO involves optimising content and metadata to ensure your business appears in AI‑driven search results like Google’s AI Mode.
We combine human expertise with machine analysis to:
- Identify questions your audience is asking and create content that answers them directly.
- Optimise site speed, structure and internal linking so AI crawlers can digest your pages.
- Implement structured data and llms.txt files, signalling to AI where to find the most authoritative information on your site.
- Use localised language and examples so your content resonates with Perth audiences and signals relevance to location‑based searches.
By pairing GEO with traditional SEO, we help clients maintain visibility across both classic search results and AI summaries.
If you’d like to understand how GEO could work for your business, read our AI Mode guide or speak to our team.
Tips for Perth businesses embracing AI responsibly
- Audit your existing content: Identify where AI can help you update or expand outdated pages, but prioritise fact‑checking and local relevance.
- Create an AI policy: Set guidelines and SOPs for prompt engineering, editing and attribution so everyone on your team understands how to use AI tools ethically.
- Focus on quality over quantity: Produce fewer, well-researched, better pieces rather than churning out dozens of thin articles. Deep dives build topical authority and trust.
- Engage with your community: Share insights and challenges in local SEO groups and industry forums to stay ahead of ethical and algorithmic developments.
- Monitor your analytics: Track changes in impressions, leads and brand mentions as AI search rolls out. Adjust your strategy accordingly.
Ensure your website is optimised for AI
Frequently asked questions on generative AI and SEO
Generative AI refers to tools that can create text, images, or code based on prompts. In SEO, it’s used to draft articles, generate product descriptions and even predict keywords. While it improves efficiency, it must be used responsibly to maintain originality and accuracy.
Not necessarily. AI‑generated drafts can save time, but they still require human editing. Publishing unedited AI text can spread misinformation and harm your brand’s EEAT signals. Always review, fact‑check and customise the output.
AI Mode delivers long‑form answers directly in the search results and may reduce website traffic. However, sites with strong topical authority and fast, well‑structured pages still appear in AI summaries. Focus on quality content and technical optimisation to stay visible.
Generative Engine Optimisation (GEO) is an emerging strategy that optimises your site for AI‑driven search results. At White Chalk Road, our GEO service combines AI insights with human expertise to ensure your content is indexed by AI models and surfaced in generative search answers.
Set clear guidelines for prompt use, editing, citation and attribution. Check AI outputs against authoritative sources and integrate your own insights. Engage in professional communities to stay updated on ethical standards and algorithm changes.
If you’re unsure where to draw the line, a quick conversation can help. At White Chalk Road, we work with businesses navigating responsible AI use without losing brand trust or long-term performance.
Works cited
Adebayo, K. (2025). AI in content marketing: How creators and marketers are using AI to speed up & succeed [data]. HubSpot. https://blog.hubspot.com/marketing/ai-in-content-marketing
Bharti, P., & Park, B. (2023). The ethics of AI in online marketing: Examining the impacts on consumer privacy and decision-making. International Journal of Internet, Broadcasting and Communication. 15(2). 227-239. https://doi.org/10.7236/IJIBC.2023.15.2.227
Digital Marketing Institute. (2025). 10 eye opening AI marketing stats to take into 2026. Digital Marketing Institute. https://digitalmarketinginstitute.com/blog/10-eye-opening-ai-marketing-stats-in-2025
Peterson, R., & Anand, N. (2004). The production of culture perspective. Annual Review of Sociology. 30. 311-334. https://doi.org/10.1146/annurev.soc.30.012703.110557
Welch, R. (2025). AI-generated content: Benefits, risks & SEO best practices. Search Engine Land. https://searchengineland.com/guide/ai-generated-content
Wenger, E. (1998). Communities of practice: Learning, meaning and identity. Cambridge, UK: Cambridge University Press. 7(2). https://doi.org/10.1177/135050840072002
