AI in SEO
Artificial intelligence (AI) is reshaping how search engines understand, rank, and present information. From language models to generative algorithms, AI now sits at the core of SEO — transforming how visibility, authority, and user discovery work across digital experiences.
At Pi Datametrics, we explore how AI and SEO intersect, helping brands understand how new search technologies influence performance and visibility. For those ready to measure their presence across AI and LLM experiences, explore our AI search visibility tracking tools
SEO AI Frequently Asked Questions
AI in SEO refers to the use of artificial intelligence to analyze, interpret, and improve search relevance. Search engines use AI to understand natural language, identify intent, and deliver more accurate results.
In 2019, Google introduced BERT (Bidirectional Encoder Representations from Transformers), which allowed search to interpret words in context and encouraged more conversational queries.
That was followed by MUM (Multitask Unified Model), a more advanced model that connects information across languages and formats.
Now, with generative AI systems like ChatGPT, Gemini, and Claude, search is evolving again — producing original responses and summaries based on real content. These advancements mean SEO professionals must understand both how AI interprets content and how it represents brands across new conversational formats.
Generative AI refers to models capable of creating new content, such as text, images, and summaries, in response to prompts. In SEO, generative AI powers conversational responses that combine, rewrite, or synthesize information from multiple sources.
This shift means SEO is no longer just about ranking in traditional SERPs. It is about ensuring your brand, content, and expertise are represented in AI-generated results.
To see where your brand appears in AI-driven search, visit Pi’s AI search visibility tool
Search Generative Experience (SGE) is Google’s test environment for AI-powered search. Through Search Labs, users can access AI-generated summaries that present concise, context-rich answers to complex queries.
SGE also allows follow-up questions, creating a conversational search experience that blends organic results with AI insights. For SEO teams, SGE marks a shift from static rankings toward dynamic visibility within generative content.
AI is redefining every layer of SEO strategy. Search engines now evaluate meaning, relationships, and authority rather than individual keywords.
Generative AI adds a new challenge: search engines are not just finding your content, they are rewriting it into their own answers.
To remain visible, SEO teams need to focus on:
- Building authoritative, trustworthy content that LLMs can reference
- Optimizing for question-based and conversational search behavior
- Measuring brand visibility and mentions in generative environments
Learn how Pi helps enterprise brands measure AI visibility and stay present across evolving search experiences with our search engine visibility tool.
