Will AI Replace SEO Specialists?

Well, as an agency specialising in SEO, this is rather awkward.. 

Only kidding. 

The truth is, we’ve seen a huge rise in the number of businesses exploring AI in SEO, and honestly, we get it. The possibilities are exciting and new – AI can analyse, predict, and automate faster than any human ever could. But can it replace SEO and the services of SEO specialists? Absolutely not. Rather than making SEO extinct, AI will make SEO even more valuable. What we’re really seeing is a shift; AI in SEO is changing how we work, not why we work.

You may be thinking, ‘’but you’re an SEO agency, of course you’ll say that.’’ Fair point. But let’s look at the hard facts behind how AI in SEO is currently used – and why it’s not replacing specialists any time soon.

AI Still Needs Human Input

While AI has advanced incredibly quickly over the past few years, it’s nowhere near ‘perfect’ just yet. AI tools like ChatGPT for SEO are great at analysing data and generating ideas. They can identify patterns, suggest keywords, and even draft content outlines in seconds.

However, ChatGPT still relies on the quality of the data and the prompts that it’s given. In other words, it’s only as good as the person using it. Additionally, with ChatGPT simply regurgitating what’s already available on the internet, this comes with the possibility of incorrect and out-of-date information, which isn’t a great look for your website or business.

According to a 2025 report by HubSpot, 56% of marketers significantly revise and rewrite AI-generated content, highlighting that while AI can speed up the content creation process, it still requires human expertise to ensure accuracy, relevance, and alignment with brand messaging and tone of voice. 

Is Google Losing to ChatGPT?

There’s also the argument that ChatGPT is replacing Google when it comes to searching, which is a major factor in the whole ‘’Is SEO dead?’’ question. The simple answer is no, and here’s why: 

Different Functions: While ChatGPT for SEO is great for the long-tail question and answer format, summarising info, and automating tasks, Google still leads the way when it comes to finding specific websites, local businesses, and just general web navigation. 

Market Share: ChatGPT has a long way to go to catch up with Google when it comes to user numbers. First Page Sage suggests that Google holds 81.6% of digital enquiries, in comparison to ChatGPTs 9.0%. This clearly shows that while AI tools are indeed growing in popularity, Google remains the primary gateway for most online searches.

Different Audiences: While Gen Z is the predominant user of ChatGPT and the most likely to experiment with AI SEO automation, the majority of internet users still rely on Google for reliable, up-to-date search results. If you want to target a younger audience, we’d suggest optimising for AEO (Answer Engine Optimisation), in addition to implementing a social media strategy – after all, platforms like TikTok are increasingly being used as search engines (a topic for another day). For the rest of the age demographics, Google and Bing remain the top performers. 

So, What Are The Best AI SEO Tools for Businesses?

Now we’ve discovered that SEO is still a thing in 2025 (phew!), the next question is: how can businesses and agencies use AI in SEO to make their efforts smarter and much more efficient? Because, as cliché as it sounds, if you’re not working with AI, you will get left behind. 

The good news is that there are plenty of AI SEO tools out there that businesses can use directly to shorten to-do lists, save time, and improve results. For auditing websites, platforms such as Screaming Frog help highlight technical issues, broken links, and metadata optimisation. Frase creates content briefs and optimises copy quickly. Wix AI Tools can draft SEO-friendly blog posts, including suggested titles, keywords, and imagery. SEMrush and Ahrefs now include AI features to speed up keyword research, competitor analysis, and backlink monitoring.

While these tools can make tasks faster and more efficient, it’s important to remember that they don’t replace the expertise, strategy, and creativity that skilled SEO specialists (like us!) bring to the table. AI can handle the heavy lifting, but it takes human insight to interpret the data, prioritise actions, and create strategies that truly drive results. In short, the businesses that thrive in 2025 will be the ones that combine the power of AI with the knowledge and experience of SEO professionals.