AI isn't changing SEO — it's refining It

Search engine optimisation isn't dead — it’s just evolved

Over the last few months, the discussion around "the death of SEO" has exploded across our social media feeds, driven by the emergence of AI search and generative answers. Some people are even talking about "AIO" (Artificial Intelligence Optimisation) or "GEO" (Generative Engine Optimisation).

But the truth is simpler: the fundamental principles of SEO — Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) — have never been more crucial. They remain rock-solid despite the massive influence of artificial intelligence.

Today, a successful digital marketing strategy is about understanding both humans and machines: creating content that is useful, accurate, and trustworthy — while also being technically optimised to be understood by AI-driven search engines.

AI in SEO and Content – Opportunities and common mistakes

AI in Translations: It’s faster, but not flawless

AI can save time in translation work, as we saw with our work for Electrolux in the Nordics, but our experience from client projects shows that AI translations still need human review. Small differences in nuance can impact a brand’s tone and credibility — especially across multi-lingual markets. That’s why we still see AI as a tool for efficiency, not as a replacement for human quality or work in the digital space.

AI-generated content: focusing on authenticity and credibility

AI can produce huge amounts of text — but not necessarily content that people trust. In an era where Google is clearly prioritising EEAT, authentic, human-centred content is vital.

At Bombayworks, we therefore work continuously with QA processes and credibility checks to make sure our content is both accurate and useful — for people and AI engines. We also work thoroughly with our own keyword analyses, audits, and powerful tools like Screaming Frog and Ahrefs.

Transparency and expertise – The next step for AI in agencies

AI shouldn’t be a black hole in the delivery; it should be something you're open about using with clients in your daily work. We believe in showing how the tool actually boosts efficiency and quality—but also in highlighting the human judgement behind the results and that you can't rely 100% on what AI produces.

An agency that wants to be relevant in 2026 must not only be able to use AI tools, but also show how they are used in a responsible and business-driven way. It’s not about replacing people; it's about giving them better tools. The tool becomes an amplifier, not a substitute.

Would you like to know how we help businesses develop their AI-adapted SEO strategy and create content that ranks — both in Google and in the AI search of the future? Contact us!