Welcome to the third installment of our Q&A series that explores the impact of AI on digital marketing and SEO.
I spoke with Mary Kemp, founder at AI Potential. She shared her thoughts on how AI can streamline certain tasks, discoverability in LLMs, and how to future-proof your marketing approach.
How has AI changed your approach to digital marketing?
Everyone’s obsessed with AI-driven marketing right now. But here’s the thing no one wants to say out loud: most of it’s noise. The tools are flashy, the dashboards are slick, but underneath it all, too many teams are using AI to do more of the same, just faster. We take a different view. GenAI isn’t here to help you crank out more content. It’s here to help you think better, work smarter, and put humans back at the centre of your marketing. If you’re not using AI to create clarity, relevance or breathing room – then what’s the point?
It is all still about human-to-human connection. It doesn’t matter what tools you use to create your content strategy; it matters that it connects, builds trust and is authentic. That is the key – and will continue to be. That’s the principle we keep coming back to – quality, clarity and connection always win out in the end.
AI has made us braver and faster. It’s shifted our mindset from “How do we write for algorithms?” to “How do we create value and clarity for humans?” LLMs help us test ideas, tighten messaging, and reach consistency across platforms. It’s less about keyword stuffing and more about being genuinely useful, because that’s what search engines are starting to reward.
We use LLMs for ideation, competitor and sentiment analysis, summarising market trends, and reworking content for different audiences. But always with a human in the loop. The biggest shift has been using AI to accelerate first drafts, so we can get to the strategic thinking quicker.
Some traditional SEO techniques are still relevant – technical SEO, clean site structure, page speed, accessibility. Those are hygiene factors. But content strategy is evolving. You need to think in terms of answerability. Can your content show up in an AI summary? Is it helpful enough to be cited in a zero-click result? That’s the new challenge.
How are you implementing AI beyond SEO?
We use AI to streamline research, write smarter email campaigns, prep training materials, and personalise content for different audiences. We also use it to test tone, simplify language, and improve accessibility.
A big challenge is that many tools overpromise and underdeliver. The marketing is polished, but the workflows are clunky or the outputs just don’t meet the quality bar. We’ve learned to be picky. Another challenge is overwhelm. People feel pressure to try everything and end up doing nothing well. Our focus is on helping people build real capability, not chase shiny features.
We are seeing measurable benefits – particularly in saving time and improving relevance. AI helps us repurpose content quickly and speak to different sectors more directly. It’s not about flooding the feed with more content. It’s about getting sharper, more targeted messages out with less friction.
What impact are LLMs having on discoverability?
Search is no longer just Google. People are using LLMs to explore ideas, get recommendations, and summarise options. That changes how discoverability works. It’s not just about keywords now. It’s about how well your ideas travel across platforms, and whether your content is clear enough to be pulled into AI-generated responses.
The risk is invisibility. If your content isn’t useful enough to be quoted or cited, you may not get the click at all. The opportunity is to be genuinely helpful. Brands that prioritise clarity, expertise and usefulness are more likely to show up in zero-click answers and gain trust at the top of the funnel.
Organic visibility will depend more on the quality of your content, not just volume. Paid will still matter, especially for short-term wins or specific campaigns. But over time, trust will become the differentiator. Brands that can explain things well and show up across human and AI-led search journeys will win out.
What strategies are helping you stay future-ready?
The big opportunity is in niche authority. LLMs surface clear, expert content quickly, so if you’re good at answering specific questions well, you can punch above your weight. Structured content, video transcripts, FAQs – all of that becomes more powerful as AI looks for digestible, quotable knowledge.
We build for flexibility. That means modular content that can be reworked quickly, tested across formats, and personalised without starting from scratch. It also means building AI literacy internally, so teams can adapt their thinking when the tools shift – not just scramble to keep up.
Five years from now, AI will be invisible and expected. The real question will be: who do your customers trust? And here’s the shift we don’t think is talked about enough – trust is moving from brands to people. Search journeys might start in AI tools, but people still want a human voice, a face, a perspective. The brands that nurture visible, credible humans will stand out.
What should marketers be asking next?
What happens when everyone’s using the same AI tools to generate the same kind of content?
Differentiation won’t come from faster output. It will come from clear values, sharper thinking, and real personality. That’s where the competitive edge will live.
It all comes back to connection, trust and is authentic. That’s the key – and will continue to be. The cream will always rise to the top.
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We’ll be publishing Q&A’s every fortnight with invaluable insights from experts in AI, SEO and digital marketing. Follow us on LinkedIn to stay informed when new Q&A’s are published.
You can read previous Q&As in the series here:
We offer search engine optimisation services to help your business be found by the right audiences. If you’d like to find out more, email me at greg@magentaassociates.co.
