AI VS HUMAN WRITERS - WHO WINS THE CONTENT WAR?

AI Overviews. AI Summaries. AI Mode. There’s no escaping it: Artificial Intelligence has truly taken off.

What does that mean for organic content writers? Will SEO ever be the same? Search trends have always fluctuated, but how are people actually conducting their searches? How do you ensure that your brand stays visible when the results page itself continues to changes beneath your feet? Do copywriters need to evolve? Where does UGC fit in? Critically, how can you keep your customer data secure when using AI?

This session explores the pitfalls of exclusively using AI for written content, why human copywriters /should/ embrace generative intelligence and what you can do to stay ahead of the curve.

With a tech-minded background, Rhys’ talk makes clear the models and API calls - so you can focus on what’s important: your customers.

Transcript

1. AI VS HUMAN WRITERS - WHO WINS THE CONTENT WAR? AI VS HUMAN WRITERS - WHO WINS THE CONTENT WAR?
2. Rhys SEO Exec👨💼 Copywriter 📝 Data Analyst/ Programmer 🧐 📈 Tinkerer 🪛🧰 Media 📷📹
3. 💡How is search behaviour changing? - Search Landscape 💡How do we ensure brand visibility? 💡Do copywriters have to evolve? Where does UGC fit in? 💡 How can you keep your customer data secure when using AI?
4. WHO SEARCHED ON GOOGLE TODAY?
7. Query Length impressions
8. WHO USED AI TODAY?
17. https://pifonline.org.uk/resources/google-ai-summaries/
19. PAGE RANK (DEPRECATED – WE THINK)
21. VECTOR EMBEDDINGS Computational analysis to cluster similar chunks of words - Paragraphs - Clauses - Overlaps RAG – Retrieval Augmented Generation - Memory - Allows LLMs to be fast https://robkerr.ai/chunking-text-into-vector-databases/
26. AGENT CARD
27. PROJECT MARINER
28. WHAT DOES THIS MEAN FOR CONTENT? HOW DO I STAY VISIBLE? - Content has always needed to conform to Google’s criteria, now it’s a case being accessible across every surface/ platform - Users - Paid/ Organic - LLMs + other crawlers - AI Agents (more on these later) - Going forward, needs to be chunkable for retrieval by LLMs - Continue to write for human readers - but be mindful of how it’ll get served out in an AI overview. - Write content that’s sharable across social.
30. CONTENT MUST STILL BE HUMAN READABLE
31. RECAP 💡How is search behaviour changing? - query lengths - conversational 💡How do we ensure brand visibility? - create helpful, relevant content - aim for AI overviews, sharable across socials 💡Do copywriters have to evolve? Where does UGC fit in? - Considerations to how content is ingested, write being mindful of chunking - Quality ratings 💡 How can you keep your customer data secure when using AI? - DEMO
33. FIRST PARTY DATA WILL ALWAYS BE KING Retargeting Lookalikes Re-engagement
34. OLLAMA - https://github.com/ollama/ollama Locally hosted LLM OpenWebUI as the frontend Zero subscriptions Zero price
35. • https://www.theverge.com/news/660548/firefox-google-search-revenue-share-doj-antitrust-remedies • https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf • https://arstechnica.com/tech-policy/2025/06/openai-says-court-forcing-it-to-save-all-chatgpt-logs-is-a-privacy- nightmare/?utm_source=tldrwebdev • https://distortedsoundmag.com/festival-review-2000trees-festival-2019/ • https://github.com/ollama/ollama • https://openwebui.com/ APPENDIX/LINKS