Artificial intelligence and search engine optimization

: the case of Bydas Digital Agency

Abstract

Digital marketing has evolved at a rapid pace and certain technological advances such as Artificial Intelligence have positioned themselves to develop tasks, commonly referred to as 'human'. Search Engine Optimization (SEO) have also experienced a remarkable development in recent years, thanks to technological progress. It is here that an intriguing research question arises: How artificial intelligence influences search engine optimization? This type of question has also arisen in different areas, not only in marketing, but also in hundreds of rational and even creative tasks. We assume that Artificial Intelligence (AI) systems like ChatGPT respond best to logical requests, but today it is capable of crossing millions of data to fulfill creative tasks, that capability that supposedly differentiates humans from “machines”. This research presents results obtained from different sources, with the aim of comparing the skill of the human beings and AI tools for SEO. The context of such comparison is creative writing and digital marketing.

Date of Award	22 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ricardo Alexandre Morais (Supervisor)