 Thank you so much. Hello. Just testing. Otherwise, I'll be taking in or feeling the mic over there. So let's address the elephant or rather the robot in the room. I'm talking about AI. Just a disclaimer. I cannot promise that I didn't ask for any AI tools to help me with this talk. So if there would be any jokes that doesn't land, I will be entirely blaming it on the AI. So getting inside, it's an honor for me to be here at WorldCamp Germany. This is actually my first time speaking officially with a WordPress event. And today, I wanted to talk about AI generated content in SEO and how we can balance automation while maintaining authenticity with the content that we create. But before that, you might be wondering, who is that Asian in front of you? My name is Earl Cruz. I'm originally from the Philippines. And right now I'm living in Luxembourg City. And I am the head of customer support and customer success for a Spanish company. And we're able to keep up with the number of countries that I've mentioned. Yeah, I am also a freelance SaaS consultant and an avid traveler. I contribute to WordPress through the community team. Just recently, we have concluded organizing together with my friend here, WorldCamp Europe in Greece. I'm also part of the diverse speakers team, which is also under WordPress community team. So I have here some interesting statistics when it comes to the use of or the adoption of AI statistics on SEO. And one notable statistic here is the acceptance rate for content written by generative AI. This is a study by Cap Gemini that encompasses different profession and also takes into consideration the recent technical report, technical reports of LLMs that includes open AI. And it's quite obvious that slowly or fast enough, we are already adapting it in different parts of our lives. But before that, I'd like to share my own experience when it comes to using AI the not so good times when AI tried to I don't know if it decided to be disappointed to disappoint me, or it didn't quite land. So there was one time that I was writing a content for one of our customers. I specifically asked it to write about meditative practices. All is good. I was trying to revise a document that it created. But then in between, I see this, mediterranean pastries. I mean, I'm not that hungry that time. But and also like maybe a good baklava would be enlightening, but they didn't quite become consistent with what I need. But there was also one time, and this is for my German speakers, that we asked it to translate a famous saying called all roads lead to Rome. I asked it to add humor and nuance. And all I get is this, all out so monthly to the pizza place. But I mean, the spirit is there, but it didn't quite land. And there's also one time this is not in the slide, that I asked you to write a content about benefits of sunlight. It started with a very factual introduction, which is if there's no sun, all life on earth will cease to exist. And I mean, it's true. But coming from an AI, I'm expecting something less apocalyptic. So it's without a doubt, AI still comes with issues and consideration that we need to take into account. So I've gathered here three, there could be a lot on the list. But since we're talking about SEO content, first that I have identified is lack of authenticity. When we say lack of authenticity, even though AI can already generate the content based on keywords, topics, it can sometimes be relevant. And also the known issue with AI, when we leave it thinking for itself, hallucination. And also lack of originality and creativity. Now, some of you might come at me and say, but I have gathered or have received from chat GPT really nice idea, very unique idea. When I say lack of originality and creativity, I don't mean that we cannot be receiving any original ideas from AI. What I mean is that the AI is only as good as the learning model that it has learned. So for example, if you would like to ask the AI to talk about a an inside joke, say for example, or to reference a sarcasm coming from a specific person, it still wouldn't quite get what you were trying to incorporate into your content. And also, since we have we are in the era in which we can create content automatically, the repetitive and low quality content generated by automating production of content would still hurt SEO, even as a technology advances. So it also helps to know what's Google's latest sense. I mean, I checked this before coming in here, and this is still the most recent stance of Google. This is the update for helpful content, which considers the content we generate for SEO. We refer to Google because obviously it's the biggest search engine. And most of the SEO strategies that we do is towards Google. So it's interesting because Google only cares about how valuable is the content for for the user. And it doesn't care if the origin is for humans, or sorry, it doesn't care if the origin is from a machine, or is from a human. What matters most is that the content is giving value. So with that in mind, the question still lies, then how we can have the balance between automating creation of content, and also maintaining authenticity coming from a very personal perspective. I want to share how I use AI in my personal life, and also in our organization. First, we use the AI to draft and refine. We let the AI draft the initial content, and we revise it or vice versa. We we use the or we introduce the AI to for the content and then we revise it. Or it could be that we could be introducing the AI the content and then revise it and then revise it again on the personal level. We introduce a brand voice, anecdotes and other relevant data to elevate its authenticity. And also, even before creating the content, we use the AI to gather data driven insights. So we use it to analyze user behavior, and also to analyze keyword trends and engagement metrics. In another term, you can think of it as we are using AI as a co-pilot in our daily work. So some of the tasks that we entrust AI, but still we still need to revise. We entrusted to evaluate the score, check for the grammar, sometimes translations, uncover spelling errors, and determine uniqueness, and check bounce rate. Also, regular training. So just as SEO trends evolve, so should our AI usage. And this means that we have to correct every mistake that AI does so that it could be more aligned to what we are trying to achieve. And the way, for example, or the way that I am trying to ensure that and within my organization is to check how it performs every time we combine AI generated content for everything that we do. For example, if we generate the content and publish it on a website or send it as an email campaign, we try to gauge the engagement metrics versus a content created by humans only. So it's no secret that the way that we are interacting with AI will determine the effectiveness of what we get from using it. And that is called the prompt. And in here, you must be familiar with the way we are interacting, for example, with chat GPT. And this is quite different. Because in here, my example template, actually, we have crafted this so that it will be easier for us to interact with AI because we realize that when we are just chatting with chat GPT, sometimes it confuses the information that we enter. So with a user prompting, we structure the data that we introduce to the AI system. For example, here, since this is a template for an SEO optimized article. So we introduce the goal, keyword, clear instructions, context and control tokens. I am going to be talking about control tokens a little bit. So for the goal, I ask it to write something that is about a certain topic. And then we introduce the keyword since we are talking about SEO. And then clear instructions, we already have the goal what we want to write. But then we need to further it so that the AI understands what we want to achieve, for example, the length, the number of characters, amount of paragraphs. And also the context, who am I writing it for, where will I publish it? And also the control token. So control tokens are high level directives for AI systems to maintain the behavior or the result all throughout. And in this case, for example, chat GPT introduced to chat GPT3 control token so that, for example, they can guide the AI to sound a bit more friendly or a bit more formal. And here you have more examples of control token if you want to include gratitude in statement or if you want to end with a memorable closing. And these are the other examples of how we use prompts for content optimization for SEO. If you want, I can share with you like other templates, there's tons of them specific for different types of contents and topics. And in the end, simply put that the way we are using AI still depends or still lies on our use at a personal level. It doesn't mean that we are going to leave the AI to do the jobs for us. We have to remember that the responsibility of having an authentic messaging and also with creating content should come from us initially. So as a best practice, before we apply all those prompting techniques that I have shared with you today, what we need to do as an individual, as a person, or as an organization. So we need to be deciding about what authenticity means for us, for our organization, and for everyone involved in using AI systems. We have to think or we have to be honest when it comes to communicating them as well. Also, for bigger organizations, say for example, for a larger group of people, I would recommend crafting a specific a policy. Why? So that we avoid biases, personal biases, coming from different perspectives within your organization. Also, personalize your AI strategy. We have to ask at individual level, and also to be purposeful when it comes to dealing with AI. To determine what we want to achieve in customer success, I always say it imagining your desired outcomes. And last but not the least, and I think this is the most important bit, revise the content that we generate. So we have to make sure that it's purposeful, since the only way that we can make sure that content is authentic is with a human touch. Thank you so much. And if you have any other questions, feel free. Thank you. Thank you, Earl. And you get one.