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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!