How AI Is Reshaping SEO

Artificial intelligence has moved from buzzword territory to being a core part of how websites are built, optimised, and ranked. Whether you’re a digital marketer, SEO specialist, or business owner, understanding how AI is influencing content and search is no longer optional—it’s essential. Let’s break down the key statistics from 2025 and what they actually mean for your SEO strategy.

The Rise of AI‑Assisted Content

In 2025, roughly three‑quarters of new web pages include some form of AI assistance. Only about one quarter of new content is written entirely by humans. Among that purely human‑written content, just over one in eight pages reach the top positions in search results. This shift means AI‑assisted content is no longer the exception—it’s the norm.

AI Content and Search Rankings

When you look at the pages ranking in the top 20 of search results, more than eight out of ten have at least some AI‑assistance in their creation. That said, there’s no clear relationship between the amount of AI used and how high the page ranks. Interestingly, content created solely by humans appears slightly more likely to be negatively affected by search engine updates than content with AI involvement.

AI and Search Behaviour

AI‑driven search features—such as AI Overview summaries embedded into search results—are now influencing how users engage with search. These features now appear for a notable portion of queries, are experienced by over a billion users monthly, and have been shown to reduce click‑through rates on traditional results by around a third. The implication is clear: the way users engage with search is changing dramatically.

Content Creation and Marketing Trends

On the marketing side, nearly 9 out of 10 teams report using AI to help with content creation. Organisations using AI publish significantly more content—about 42% more per month compared to those that don’t. Tack on the fact that AI‑generated content can cost substantially less than human‑only content—nearly five times cheaper in some cases—then you begin to understand why adoption has exploded.

What This Means for Your SEO Strategy

This data isn’t just interesting—it demands action. AI‑assisted content is now widespread, which means differentiation becomes harder. Your strategy must evolve:

● Recognise that ranking #1 isn’t enough if fewer people click through. Focus on value, engagement and user experience.

● Integrate AI into your workflows—not as a replacement for human quality, but as a tool to amplify it.

● Diversify: optimise content not just for traditional search, but for new behaviours and formats emerging alongside AI‑powered search features.

Final Thoughts

SEO in 2025 looks very different from just a couple of years ago. The tools have changed. The algorithms have changed. But the goal remains the same: get the right content in front of the right people.

AI isn’t the enemy of quality—it’s a tool. The brands and marketers who know how to use it well are already seeing faster production, lower costs, and content that still ranks. The difference comes down to strategy.

So ask yourself: is your SEO approach evolving with the times?