Publicação
The Integration of Artificial Intelligence in Search Engine Optimization: The benefits and the challenges for marketers
| Resumo: | In recent years, the digital environment has experienced significant transformation, largely driven by the increasing influence of artificial intelligence (AI) in shaping search engine optimization (SEO) strategies and transforming the role of marketing professionals. This study investigates the impact of AI integration in SEO by comparing AI-driven and human-driven approaches through an experimental research design. The findings indicate that while AIbased SEO significantly enhances marketers’ perceived productivity, it does not improve perceived efficiency. Mediation analyses revealed that neither ethical concerns nor fear of replacement significantly accounted for this relationship. Similarly, moderation analysis showed that the level of AI knowledge did not significantly affect the influence of AI integration on productivity or efficiency. These results suggest that although AI contributes positively to output quality, its effects on perceived effort reduction and psychological drivers may be more limited than previously assumed. The findings highlight important theoretical and managerial implications, emphasizing that the benefits of AI in SEO depend not only on its capabilities, but also on users’ perceptions, trust, and practical integration into existing workflows. The study offers new insights into the complex and evolving role of AI in digital marketing workflows, with implications for both theory and practice. |
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| Autores principais: | Chrysanthopoulou, Christina |
| Assunto: | Search Engine Optimization Artificial Intelligence Productivity Efficiency Ethical Concerns Fear of Replacement SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | In recent years, the digital environment has experienced significant transformation, largely driven by the increasing influence of artificial intelligence (AI) in shaping search engine optimization (SEO) strategies and transforming the role of marketing professionals. This study investigates the impact of AI integration in SEO by comparing AI-driven and human-driven approaches through an experimental research design. The findings indicate that while AIbased SEO significantly enhances marketers’ perceived productivity, it does not improve perceived efficiency. Mediation analyses revealed that neither ethical concerns nor fear of replacement significantly accounted for this relationship. Similarly, moderation analysis showed that the level of AI knowledge did not significantly affect the influence of AI integration on productivity or efficiency. These results suggest that although AI contributes positively to output quality, its effects on perceived effort reduction and psychological drivers may be more limited than previously assumed. The findings highlight important theoretical and managerial implications, emphasizing that the benefits of AI in SEO depend not only on its capabilities, but also on users’ perceptions, trust, and practical integration into existing workflows. The study offers new insights into the complex and evolving role of AI in digital marketing workflows, with implications for both theory and practice. |
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