Using Large Language Models (LLMs) like GPT-3.5 can be incredibly valuable in supporting different marketing functions by providing insights, generating content, and automating repetitive tasks.
Andrea Volpini shares his expertise in AI-driven marketing and SEO using LLMs. He covers;
Name: Andrea Volpini
What Andrea Does: CEO at Wordlift
Company: Wordlift
Noteworthy: He has 25 years of world-class experience in online strategies and web publishing. He is an international speaker and regularly shares his insights at conferences and events (TNW Conference, BrightonSEO, The Knowledge Graph Conference).
Connect with Andrea;
💡The Evolution of SEO and AI in Marketing
Andrea begins by highlighting the significant changes in SEO due to the emergence of AI technologies like GPT-3 and conversational interfaces. He emphasizes the importance of AI in supporting content creators and SEO professionals to adapt to these changes and stay competitive in the field.
💡 Leveraging Generative AI for Content Automation
Andrea introduces the concept of using generative AI, particularly large language models like transformers, to automate content creation. He explains how his company, WordLift, has harnessed AI to generate product descriptions and introductory texts for large brands. This approach not only saves time but also leads to increased traffic and improved business outcomes
💡The Role of Knowledge Graphs and Structured Data
Andrea discusses the importance of structured data and knowledge graphs in AI systems. He points out that a language model like Chat GPT is not a knowledge database and that structured data on websites is invaluable. He encourages content creators to enrich their content with metadata, emphasizing the significance of these data in creating a bridge between humans and AI
💡 Ethical Considerations for Content Creators
Andrea addresses the ethical implications of using generative AI for content creation. He highlights a case where an artist’s work was used without recognition in AI-generated content and how content creators can be negatively affected. He introduces the concept of content creators as “canaries” in the AI coal mine, emphasizing the need to create AI systems that empower content creators rather than replace them.
The Role of Data Quality in AI Models
Andrea emphasizes the pivotal role of data in AI systems, especially in ensuring ethical AI development. He discusses the need to use data that the company or content creator owns and the importance of improving data quality to align AI models with human values and brand values. He highlights that data quality plays a critical role in shaping AI behavior.
Building AI Agents for SEO Andrea anticipates the future of SEO, which he believes lies in building AI agents. He describes AI agents as systems with their own memory and decision-making abilities, enabled by tools such as knowledge graphs, search engines, and structured data. These AI agents are capable of performing tasks and creating applications, marking a shift from traditional content creation to interactive and application-oriented SEO.
Retrieval Augmented Generation (RAG) Systems Andrea introduces the concept of Retrieval Augmented Generation (RAG) systems, which combine retrievers and language models to improve the accuracy and contextuality of AI-generated responses. He explains how RAG systems leverage external data sources, like knowledge graphs, to reduce model hallucination and enhance response accuracy, making them a powerful tool for content creation and SEO.
