AI, SEO, and the Shifting of Global Trust: What’s Actually Going On?

No, I am not talking about AI to be trendy. I am talking about it because it’s important, and it affects every business.

We can’t get away from it. Even my dad uses ChatGPT. And just this week, I saw an ad featuring someone I was told wasn’t even a person. We have officially crossed into Blade Runner territory.

To be clear, I use AI. I used it to write this post. Why? Because if you have worked with me, you know spelling is not my spiritual gift. (Sorry to my elementary school teachers.) But even as someone who benefits from it, I’ve got some strong feelings that I think warrant 5 minutes of your eyeball time.

We are all trying to figure out what’s changing in marketing, how AI plays into SEO, and what actually still matters. So let’s dig in.

A Quick Timeline for Perspective

Not that long ago, AI tools like ChatGPT were locked behind closed doors. Now? They are in your inbox, your website, your social feed, your Google docs. Everywhere.

That means AI-generated content is being produced faster than ever. Blog posts, landing pages, social captions, emails. Some agencies are churning out a year’s worth of content in two weeks using AI. Yes, that’s real. (And yes, I have been hired to clean up the mess more than once.)

But speed ≠ strategy. And unfortunately, the internet is now flooded with AI content that lacks nuance, context, or the human heartbeat that makes it, well, good.

Where AI Gets Its Info

Let’s clear something up: AI does not pull magic ideas from thin air. It gets its information from the existing internet, such as Google search results, online directories, blog content, social media, public forums, and whatever else it can scan. In other words, it is learning from what is already out there.

Here’s why that matters for your business:

• It is no longer just about having a “pretty” website or ranking on page one.
• It is about how much content exists about your business, and how well it reflects what you want to be known for.
• If AI can’t find it, AI can’t share it.

Translation: Visibility requires a bigger picture strategy, not just a well-designed design.

SEO vs. AI: Are They Different?

Short answer? Not yet.

There are a lot of marketers (and honestly, ad spam) out there saying “SEO is dead!” or “You need a whole new strategy for AI search!”

Let’s take a deep breath and talk facts.

As of now, the fundamentals of good SEO still apply:

• Strong keyword usage
• Page structure and permalinks
• On-page content that answers questions
• Site health and performance
• Regular, intentional content creation

AI search tools still rely heavily on these factors to determine relevance. If you asked ChatGPT how your business could rank better, it would likely tell you to do all the things your marketing or SEO partner already recommends.

You do not need to panic. But yes, you do need to stay consistent.

That being said, I do predict a shift coming soon. (You can quote me on this!) AI tools may begin driving search results more than traditional search engines. And that shift just became a lot more real…

The Big News: Ads Are Coming to ChatGPT

Last week, OpenAI announced that ads are being introduced into ChatGPT, starting with select partners. Yes, you read that right. Ads will now be in AI chat interfaces.

According to Forbes, this is largely in response to the mounting cost of maintaining tools like GPT-4, which burns through resources fast. While this might be a financial decision on OpenAI’s part, it signals a massive shift in how people will discover information and brands.

Think Google Ads, but inside your AI assistant.

This changes the game. It means:

• Your brand could show up in AI recommendations because you paid for placement.
• Organic results (based on relevance and authority) could now be side-by-side with sponsored content.
• You need to consider how your business appears not just in search engines, but in AI outputs.

And here’s the kicker: most AI tools don’t currently offer reporting dashboards for this yet. Unlike Google Ads or social media analytics, you can’t (yet) track which AI model “mentioned you” or how often. The ability to measure and attribute AI-based traffic is still limited, and reporting across models is mostly unavailable or in development.

What Is Changing? Trust.

With the rise of AI, we are seeing more skepticism from consumers. They’re wondering:

• Is this real?
• Was this written by a bot?
• Is this product legit or just a result of some AI hack?

And honestly? That’s valid.

The latest Edelman Trust Barometer found that people’s trust in governments, institutions, and brands continues to shrink, especially in the U.S., where trust is now deeply tied to personal and political identity. If something feels fake or too polished, people tune out.

So what does that mean for your marketing?

Be human. Be real. Be yourself.

Now more than ever, people crave personality, clarity, and connection. That’s how trust is built in a world where even your social media post might have been written by ChatGPT.

What Businesses Should Be Doing Now

1. Keep showing up consistently. SEO and good content still matter. Don’t throw them out in a panic.
2. Start watching how AI tools reference your brand. You may not be able to track everything yet, but you can start paying attention.
3. Use AI as a tool, not a crutch. It can help you write, but don’t let it write for you. Your voice still matters.
4. Stay ready to pivot. The landscape is shifting fast. Don’t be caught flat-footed.
5. Keep marketing like a human. The best marketing is still rooted in real relationships and human content.

Final Word

AI isn’t going anywhere, but neither is the need for strategy, authenticity, and real brand connection. We are not living out the Matrix just yet. We are in the age of deciding how to use tools without losing our humanity in the process.

Let’s be discerning. Let’s lead with trust. And let’s keep asking good questions.