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At SearchUp, we have long recognised the transformative potential of artificial intelligence (AI) within every facet of digital.  As a (primarily) B2B-focused agency, we provide clients with SEO and paid media services that drive high-quality traffic and increase revenue. In the last few years, AI has proven to be more than a mere efficiency tool; it has become integral to how we enhance both our productivity and strategic foresight.

Since adopting Jasper, built on OpenAI, in early 2021, we’d like to think we have been early movers in deploying AI-driven solutions. For us, AI is not a shortcut to mediocrity or a means to offload human effort, as some have catasrophised. We think AI’s strength lies in its ability to augment the human brain, offer insights and reveal patterns that are otherwise easy to overlook. Our approach to AI harnesses its analytical abilities, ensuring our clients benefit from something our human eye may have overlooked. 

The Black Box of Analysis

AI’s role at SearchUp is not simply to automate repetitive tasks or streamline workflows. Our use of AI, particularly closed models like ChatGPT 4o, prioritises data privacy while offering unparalleled analytical depth. When used to examine the vast amounts of data our clients generate — ranging from user behaviour to search trends — AI can detect intricate patterns that could often allude the best business analysts.

By feeding AI datasets unique to our clients, we are able to discern performance trends in SEO, anticipate shifts in consumer interest, and uncover latent opportunities that inform our paid and organic strategies. The patterns AI surfaces are often complex, layered, and critical to shaping campaigns that are not just effective, but transformative for B2B organisations seeking meaningful results. N.B. Though the AI tools we use are 'closed' we always anonymise the data we feed them, just in case.

The power of AI is yet to seriously disrupt areas like healthcare. Primarily because doctors and physicians can’t understand what happens in the ‘Black Box’. Making decisions on a digital strategy is not life and death and, based on our experience, is working well. 

The Untapped Potential of AI Chatbot Data

We wrote about this about a year ago and still think the same. One of the most promising developments on the AI horizon is the potential for chatbot data to inform search marketing strategies. As AI-powered chatbots become increasingly prevalent across industries, the input data they generate — customer queries, concerns, and requests — represents a treasure trove of insights. Analysing these inputs offers an unprecedented window into real-time customer intent, providing a more authentic perspective on what matters to consumers. Google say that 16 - 20% of searches are new. One wonders if the same is true of Chatbot data. 

At SearchUp, we view this data as a key opportunity to refine SEO strategies. By studying the patterns within chatbot interactions, we can reverse-engineer the search queries and content demands that will shape future search marketing. This data, when processed through AI’s analytical lens, provides a roadmap to tailor content more precisely, enhance ad copy, and improve overall targeting in paid search campaigns.

AI: The next industrial revolution - without the satanic mills (hopefully)

In an era where AI is often misunderstood, we at SearchUp see its potential clearly. AI is not a threat to human creativity or strategic thinking. Instead, it is a catalyst that enables us to think more deeply, act more swiftly, and innovate more effectively.

As early adopters of AI technology, we have seen firsthand the advantages it offers—not as a crutch, but as a tool to complement our work and make us more efficient. AI’s ability to interpret data at scale, reveal hidden patterns, and enhance our ideas has made it an indispensable asset. We think the future of digital marketing lies in this synergy between human insight and AI precision. It appears though that the development of Large Language Models (LLM’s) is not inhibited by the lack of data - there’s no more content for LLM’s to learn from and the cost of running the servers, but thats another story. Either way, we await the next iteration of accessible LLM’s with interest.