26 April 2023

Louis Eksteen

Leveraging artificial intelligence to enhance your content strategy


The era of optimising content for traditional search engines is evolving as artificial intelligence (AI) begins to play a larger role in internet queries. Previously, search engine optimisation (SEO) was focused on creating quality content for Google’s search algorithm. However, the emergence of AI-powered language models, such as OpenAI’s ChatGPT, has drastically altered the landscape of content creation and optimisation.

In this article, we’ll explore how to optimise content for AI queries, discuss the strengths and limitations of generative AI tools, and provide insights into their future development.

Understanding the Role of AI in Content Optimisation

AI-powered language models like ChatGPT have revolutionised the way we search for and access information online. While these models are powerful tools, it’s crucial to remember that they are not a replacement for human expertise but rather a supplement to our existing knowledge and skills.

When using AI-generated content, it’s essential to carefully edit and humanise the output, as it may not always be accurate or appropriate. Curation and critical evaluation of auto-generated information are key to harnessing the potential of AI tools.

Strategies for effective AI-generated content

  1. Careful question formulation: To get the most out of AI tools, it’s crucial to plan your query, choose words that resonate with the learning model language, and keep it simple and straightforward. Treating the AI model like a knowledgeable friend or colleague can help improve the quality of the generated content.
  2. Iterative approach: Asking the AI tool the same question in different ways or re-generating responses can lead to better results. Combining your own knowledge and experience with the AI-generated content can yield superior insights and usable output.
  3. Narrowly defined, focused queries: AI tools excel at answering specific, well-defined questions. For example, asking for a code snippet for a specific programming task rather than requesting an entire app code.
  4. Editing and humanisation: It’s essential to fine-tune, check, and edit the AI-generated content to ensure its accuracy and relevance.

Benefits and impact of AI on productivity

AI tools can significantly boost productivity across various industries, as they can complete tasks more efficiently and accurately than traditional methods. For instance, in the legal field, AI can assist with rote research tasks, reducing the time it takes to complete them from hours or days to mere seconds.

However, it’s crucial to remember that AI tools are only as good as the input they receive. Ensuring that the query is well-structured and accurate will yield better results, improving overall productivity.

The future of AI and content optimisation

The rapid advancements in AI and natural language processing are reminiscent of the early days of the internet. As businesses begin to train their own AI models using tools like ChatGPT, we can expect even more accurate and useful AI-generated content.

Companies like NVIDIA indicate that large language models will continue to grow in complexity and size, increasing their capabilities exponentially. This suggests that AI-generated content will become even more valuable and essential for businesses in the coming years.


Optimising content for AI queries is an exciting and rapidly evolving field. By understanding the strengths and limitations of AI tools, adopting effective strategies for generating content, and keeping an eye on future developments, businesses can harness the power of AI to enhance their content strategies and boost productivity. Embracing this new era of AI-powered content optimisation will ultimately help companies stay ahead of the curve and thrive in an increasingly competitive digital landscape.