Tom Vaughton explored how the rapid rise of AI, from Google’s AI Mode and AI Overviews to ChatGPT and Perplexity, is forcing the SEO industry into an exciting new era. Drawing comparisons to the early 2000s, when SEO was fast-paced and unpredictable, Tom argued that many marketers have become too reliant on formulaic approaches and AI tools, which leads to safe, average outcomes.
With everyone using the same software, prompts and automation platforms, differentiation is disappearing and with it, impact. But the opportunity lies not in resisting AI or blindly automating, but in combining human creativity, strategic thinking and experimentation with the best that AI has to offer. Through practical examples and specific tips, Tom showed how brands and marketers can use AI to gain a competitive edge without losing their voice, originality or relevance.
Tom shared how to create content that earns trust, attracts citations and makes your brand stand out in AI search.
The talk was both a wake-up call and a call to action as SEO is not dead, it’s just getting interesting again.
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