ChatGPT has taken the world by storm, and the tech world is in a frenzy. But Google is not one to fall behind; with its AI chatbot Bard – it plans to compete with Elon Musk’s latest creation.
Currently, Bard is only open to testing for a few people, referred to as ‘trusted testers’ by Google CEO Sundar Pichai. But there is no actual launch date. Bard is considered to be similar to ChatGPT but plans to use Google’s search engine results and fine-tune its responses.
The AI technology used by Bard is referred to as LaMDA. Even though this technology is not new, Google has revamped it. By tweaking its processes and how it works, LaMDA has streamlined it to provide fast answers without sacrificing quality.
It requires a bit less power than its original counterpart, but it can be used to scale efficiently to handle higher volumes. Google boasted that this technology is:
2. Easily implemented in chat rooms and search engines
But, based on all the adverse reports ChatGPT users provide, Google wants to be ready for the public.
How is AI being used in SEO?
It is essential to understand how AI is being used in SEO. Google’s MUM and BERT language processes have provided detailed information about search results since 2019. This helps many of Google SERP’s features, including video carousels, predictive searches, best answers, and people also-ask sections. AI is also being incorporated into GA4.
The main point of contention is that AI tools like ChatGPT is already open to the public. Users can use them in marketing activities, keyword research, generating titles and meta descriptions, and creating content. Although all SEOs indicate that avoiding the copy and pasting of content from ChatGPT is essential.
How is AI impacting SEO?
With the growth and evolution of AI platforms like ChatGPT and Bard, multiple changes are coming to SEO. Here’s what you need to know:
1. Long-detailed content is becoming more important: Thanks to AI, getting content in an extended format is now possible. Content creation means addressing your potential client’s questions or queries about your brand. Considering these details’ importance, advancing AI includes nuanced information that people can use.
2. Streamlining the SEO Process: The speed at which AI platforms can generate information is one of the biggest reasons SEO strategists want it quickly. AI platforms like Bard and ChatGPT can pool data from the internet in a matter of seconds. These AI tools can also support SEO tasks like keyword research, topic and content research, and generating titles and meta descriptions.
How can AI impact Digital Marketing?
1. Chatbots: Customers previously had to connect with call centers to solve their problems. But AI in chatbots can help make the process easier. Chatbots use Natural Langauge Processing (NLP) algorithms that allow them to chat with customers 24*7 and multiple customers simultaneously.
2. Content Creation: One of the most value propositions of AI for marketers is that it can reduce the workload of mundane tasks. The use of AI to help drive content is becoming a constant in SEO strategists’ lives.
3. Personalizing Email Marketing: Content writing is one aspect of AI like Bard. But it can also improve email marketing campaigns. AI-based platforms can create personalized content automatically by using details like the target audience and segmented data.
4. Improving conversion rates: AI-powered website searches are becoming compulsory, especially for eCommerce businesses. A brand can increase brand loyalty and trust by leveraging AI to help display product reviews to potential customers.
5. Ad spends: One of the most important areas where AI affects digital marketing is that it provides brands and retailers with minimal waste in ad spend. Online bots create most ad spending waste. But, with AI-based digital ad solutions, digital marketers can identify and avoid threats before they happen.
Bard’s start was a bit rocky
Despite all the excitement surrounding Bard, Google lost more than $100 million in market value on Wednesday when Bard did not respond to the query accurately. That highlighted that rushing technologies launch raises the chance of distorted results. Investors want to join the AI trend, but more research needs to be done based on this technology. Bard is relatively new, and Google has more work to do.
Despite the entry of AI in SEO, many brands still need help to grasp the concept. The constant influx of data is crushing brands, marketers, and SEO specialists, but the quality still needs to be improved.
But, with the way Bard is racing ahead, it can cut through all the red tape and give correct answers related to the customer’s query.
For example, a content writer can use Bard to understand their target audience’s wants. Knowing the right keywords that your potential customers are searching for can give the writer an insight into what the customer wants.
Bard can also take a list of questions asked and show marketers how they shift their messaging to appeal directly to the consumer. But it also has some risks involved. AI is expected to need human oversight. While it can give you the information, you must curate, edit and organize it. Some people may find it easier to build it from scratch themselves.
For now, the quality of content is still lower than one written by a content writer. This might not hold your target audience’s attention. If brands start using Bard for everything, it can lower the potential efficiency of search engines.
As the intrigue related to AI dies down, most articles mention the same aspect – AI is meant to help professionals to do their job, but it cannot replace them entirely.
Ultimately, predicting how AI will be utilized in the real world is hard. But, the potential to increase the quality of content and remove any unwarranted content is still there. ChatGPT’s capabilities are extensive, but Google is ready to give them a run for their money with Bard.