Musings
CEO’s - don’t be that farmer that eliminates the content golden goose.
Why? Because Google’s 16,000 𝐒𝐞𝐚𝐫𝐜𝐡 𝐐𝐮𝐚𝐥𝐢𝐭𝐲 𝐑𝐚𝐭𝐞𝐫𝐬 assess content based on 𝐄-𝐄-𝐀-𝐓 (Experience, Expertise, Authoritativeness, Trust). And although both AI and human-generated content are judged equally, 𝐡𝐮𝐦𝐚𝐧𝐬 𝐰𝐢𝐥𝐥 𝐚𝐥𝐰𝐚𝐲𝐬 𝐰𝐢𝐧 𝐢𝐧 𝐭𝐡𝐞 𝐆𝐨𝐨𝐠𝐥𝐞 𝐫𝐚𝐭𝐢𝐧𝐠 𝐠𝐚𝐦𝐞.
𝐇𝐞𝐫𝐞’𝐬 𝐡𝐨𝐰:
➡️AI can generate accurate, structured content quickly => speed. No upside for its rating.
➡️AI generated content doesn’t get penalised for how it was generated => level playing field. No upside for its rating.
⬇️AI struggles with the 𝐧𝐮𝐚𝐧𝐜𝐞, 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐢𝐭𝐲, 𝐚𝐧𝐝 𝐝𝐞𝐩𝐭𝐡 that only humans can provide. These are required to meet the standards of experience and trustworthiness (𝐄-E-A-𝐓) => content rated lower, 𝐀𝐈 𝐥𝐨𝐬𝐞𝐬 𝐭𝐨 𝐡𝐮𝐦𝐚𝐧𝐬.
⬇️AI lacks 𝐧𝐮𝐚𝐧𝐜𝐞𝐝 𝐣𝐮𝐝𝐠𝐞𝐦𝐞𝐧𝐭 𝐨𝐫 𝐬𝐩𝐞𝐜𝐢𝐚𝐥𝐢𝐬𝐞𝐝 𝐤𝐧𝐨𝐰𝐥𝐞𝐝𝐠𝐞 that only humans can provide. These are required to meet the standards of expertise and authoritativeness (E-𝐄-𝐀-T) => content rated lower, 𝐀𝐈 𝐥𝐨𝐬𝐞𝐬 𝐭𝐨 𝐡𝐮𝐦𝐚𝐧𝐬.
⚠️𝐖𝐚𝐫𝐧𝐢𝐧𝐠: eliminate your 'Human Content Creating Golden Geese' at your peril.
𝐁𝐮𝐭 𝐦𝐲 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐨𝐫𝐬 𝐚𝐫𝐞 𝐝𝐨𝐢𝐧𝐠 𝐢𝐭. 😕
💡 If your competitors are ramping up content output with AI, let them:
😵Let them get distracted with their content firehose.
😵Let them overwhelm and bore their customers.
😵Let them degrade their authority and ratings by lacking human Experience, Expertise, Authoritativeness and Trust.
😵Let them eliminate their golden goose.
💡Ready for 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐯𝐞 𝐄𝐧𝐠𝐢𝐧𝐞 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧 (𝐆𝐄𝐎)?
‘𝘉𝘺 2028, 𝘣𝘳𝘢𝘯𝘥𝘴’ 𝘰𝘳𝘨𝘢𝘯𝘪𝘤 𝘴𝘦𝘢𝘳𝘤𝘩 𝘵𝘳𝘢𝘧𝘧𝘪𝘤 𝘸𝘪𝘭𝘭 𝘥𝘦𝘤𝘳𝘦𝘢𝘴𝘦 𝘣𝘺 50% 𝘰𝘳 𝘮𝘰𝘳𝘦 𝘢𝘴 𝘤𝘰𝘯𝘴𝘶𝘮𝘦𝘳𝘴 𝘦𝘮𝘣𝘳𝘢𝘤𝘦 𝘨𝘦𝘯𝘦𝘳𝘢𝘵𝘪𝘷𝘦 𝘈𝘐-𝘱𝘰𝘸𝘦𝘳𝘦𝘥 𝘴𝘦𝘢𝘳𝘤𝘩.’ Gartner, 2024
GEO is the next frontier in Search Engine Marketing and it is happening now, here’s what you need to know:
💻 𝐖𝐡𝐲 𝐆𝐄𝐎 𝐌𝐚𝐭𝐭𝐞𝐫𝐬: Google, ChatGPT, and Perplexity.AI are transforming from passive search tools into active content selectors. That means optimising for AI’s selection criteria, so that generative engines can recognise your expertise as the go-to source in your industry.
🔍 𝐀𝐈 𝐎𝐯𝐞𝐫𝐯𝐢𝐞𝐰 𝐓𝐫𝐢𝐠𝐠𝐞𝐫𝐬: When Google’s AI generates an ‘overview’, it’s selection is based on keywords, high-authority sources, and patterns in content relevance. It is ‘featured snippets’ on steroids. AI’s role is to pull only the best and most relevant info.
📈 𝐓𝐫𝐚𝐜𝐤𝐢𝐧𝐠 𝐀𝐈 𝐌𝐞𝐧𝐭𝐢𝐨𝐧𝐬: AI-driven mentions of your brand or references of your content will be critical metrics to track brand visibility and customer interest.
📢 Board Members Beware! If you thought GDPR was a hoot, get ready for the 𝐄𝐔 𝐀𝐈 𝐀𝐜𝐭 𝟐𝟎𝟐𝟓 where fines are 5x larger than GDPR fines. 😲
⏰February 2025 is looming; I would highly recommend the 𝐀𝐈 𝐟𝐨𝐫 𝐁𝐨𝐚𝐫𝐝𝐬 course at Trinity Business School run by their Trinity Executive Education team. It was an intense, eye opening two days.
𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬:
🔳Board members are already expected to be AI conversant at minimum.
🔳February 2025 - deadline for AI literacy requirements of the EU AI Act.
🔳AI robots are already serving on boards, them having voting rights is a real next step.
🔳AI's inherent bias can't be ignored, it's our responsibility to mitigate where possible.
🔳Readiness: is your sector deemed high risk? (Hint: if HR related it's likely high risk).
🔳Readiness: is the company an AI Provider or AI Deployer? (Hint: customising comes with added responsibilities).
💡Maslow's Hierarchy applied to Employee Engagement - I reference this graph a lot!
If you are wondering why free pizza isn't fostering hyper engagement in your people, this model puts things into perspective. People are complex. Their lives are complex. Free lunch won't cut it but enabling contextual communication* can be a start.
Organizations that strive for self-actualization enjoy:
200% more net annual income
51% lower turnover
43% more productivity
59% more creative ideas
57% less sick leave
12% higher customer satisfaction ratings
35% less down time
1. Survival– The need to have a job, a salary that pays the bills, and a sense of financial independence.
2. Safety– With the way the job market is nowadays, it’s hard for many to move past this second most basic need.
3. Belonging– People need to feel like they’re part of a team, that they are a part of something bigger.
4. Importance– The need to feel like they’re important to a team, projects, and the overall organisation.
5. Self-Actualisation– Most employees have some level of ambition and want to achieve more than where they’re currently positioned. Giving them opportunities for growth, learning, leadership and advancement.
Credit to Proactive Insights for the image.