AI and Inclusive SEO: Navigating Limitations for Diverse Narratives

Slide 1

Slide 1 text

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

Slide 2

Slide 2 text

No content

Slide 3

Slide 3 text

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

Slide 4

Slide 4 text

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

Slide 5

Slide 5 text

No content

Slide 6

Slide 6 text

No content

Slide 7

Slide 7 text

No content

Slide 8

Slide 8 text

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

Slide 9

Slide 9 text

No content

Slide 10

Slide 10 text

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

Slide 11

Slide 11 text

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

Slide 12

Slide 12 text

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

Slide 13

Slide 13 text

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

Slide 14

Slide 14 text

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

Slide 15

Slide 15 text

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

Slide 16

Slide 16 text

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

Slide 17

Slide 17 text

Would they not all just wear typical modern American clothing?

Slide 18

Slide 18 text

AI Platform: ChatGPT o1-preview

Slide 19

Slide 19 text

AI Platform: Perplexity

Slide 20

Slide 20 text

The same happened with food

Slide 21

Slide 21 text

AI Platform: Jasper

Slide 22

Slide 22 text

And travel…

Slide 23

Slide 23 text

AI Platform: ChatGPT 4o

Slide 24

Slide 24 text

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

Slide 25

Slide 25 text

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

Slide 26

Slide 26 text

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

Slide 27

Slide 27 text

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

Slide 28

Slide 28 text

You get the picture?

Slide 29

Slide 29 text

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

Slide 30

Slide 30 text

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

Slide 31

Slide 31 text

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

Slide 32

Slide 32 text

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

Slide 33

Slide 33 text

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

Slide 34

Slide 34 text

No content

Slide 35

Slide 35 text

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

Slide 36

Slide 36 text

How to navigate?

Slide 37

Slide 37 text

Recognize the importance of human curation alongside gen AI outputs

Slide 38

Slide 38 text

Ask follow-up questions and provide additional guiding prompts

Slide 39

Slide 39 text

Create an AI ethics policy

Slide 40

Slide 40 text

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