One of the key challenges at the moment is to identify which tasks should be done by AI and which tasks should be done by a human. This is something that Ahmed Bhula explores.

Ahmed says: “Use AI as part of your SEO workflow, and involve the human element at every point.”

How do you decide what AI should do and what humans should do?

“Where there's administrative work – researching keywords, repetitive tasks, and auditing websites – there's always only one answer, and AI can do a really good job if you train those models for that.

On the other hand, when there's actual content, using AI for content is just repeating the same things that are already on the internet, and there's no human creativity behind that. From my experience, search engines don't like it.”