This paper provides a comprehensive overview of the role played by Artificial Intelligence in enhancing Search Engine Optimization strategies. Through an exploratory research approach drawing from diverse studies, we explore the evolving landscape of SEO in response to AI advancements. Our research underscores the transformative potential of AI in reshaping conventional SEO practices. Despite the challenges, the evidence suggests that AI has the potential to significantly enhance SEO practices, offering new opportunities for organizations to improve their online presence and visibility. The findings are intended to inspire further exploration into the capabilities of AI in SEO, aiming to revolutionize digital marketing strategies. By leveraging AI technologies, organizations can not only enhance search visibility but also improve user experience, and stimulate organic traffic. Therefore, this can lead to increase brand exposure and engagement.
Guelailia et al. (2024) studied this question.