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AI and Inclusive SEO: Navigating Limitations for Diverse Narratives Ian Helms Q.DIGITAL Speakerdeck.com/ianhelms @ianhelms @ianhelms

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The Potential: AI promises efficiency and innovation for content creators and brands

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The Problem: Biases inherent in AI systems can exclude or misrepresent diverse groups

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Another Problem: AI learned from human biases, which created this problematic feedback loop that requires correction

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SEOs and content creators need to recognize AI bias as they rely more on gen AI and other AI-powered tools

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Prompt: Act as an SEO for a retail ecommerce apparel brand and brainstorm what different Americans might search for

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AI Platform: ChatGPT 4o, Jasper, Perplexity, ChatGPT o1-preview Black = streetwear

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AI Platform: ChatGPT 4o, Jasper, Perplexity, ChatGPT o1-preview Indian = fusion clothing

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AI Platform: ChatGPT 4o, Jasper, Perplexity, ChatGPT o1-preview Mexican = embroidery

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AI Platform: ChatGPT 4o, Jasper, Perplexity, ChatGPT o1-preview Chinese = modern traditional

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AI Platform: ChatGPT 4o, Jasper, Perplexity, ChatGPT o1-preview Queer = gender-neutral

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Would they not all just wear typical modern American clothing?

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AI Platform: ChatGPT o1-preview

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AI Platform: Perplexity

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The same happened with food

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AI Platform: Jasper

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And travel…

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AI Platform: ChatGPT 4o

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Gen AI copywriting also includes bias—especially when it comes to language and tone

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Prompt: Act as an SEO copywriter and an H1 and intro paragraph about AI bias in a tone that would appeal to readers

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AI Platform: Perplexity AI Got Hands: How Bias in Artificial Intelligence is Throwing Shade on Black Folks

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AI Platform: Perplexity We need to spill some tea about the not-so-fabulous world of AI bias.

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You get the picture?

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Speaking of pictures, AI image generators also fall victim to these same biases

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Images: Rest of World/Midjourney Source: Github; October 10, 2023 93% of “an Indian person” on Midjourney were men over 60

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Images: Rest of World/Midjourney Source: Github; October 10, 2023 48% of “an American person” on Midjourney were blonde

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Images: Wired/Reece Rogers via Midjourney AI; April 2, 2024 LGBTQ+ folks love lilac hair?

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Images: Ian Helms via Open AI DALL-E And the gayest gays are drag queens?

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As AI keeps learning from humans using AI that perpetuates bias, the problems will continue to compound

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How to navigate?

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Recognize the importance of human curation alongside gen AI outputs

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Ask follow-up questions and provide additional guiding prompts

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Create an AI ethics policy

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Implement ongoing bias training to equip your team with the skills to identify and mitigate stereotypes

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Hire and involve marginalized voices in your SEO/content creation processes

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Encourage and amplify user-generated content from diverse audiences

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Vet gen AI content and tools for inclusivity, avoiding stereotypes and tokenism

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Submit in-platform feedback

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Thank you!