Tom Vaughton takes the stage at brightonSEO: The SEO identity crisis. Why over-relying on AI will make you average

Tom Vaughton took to the stage at brightonSEO this week, with one clear message: SEO is having an identity crisis and our growing dependence on AI is to blame.

In his talk, “The SEO identity crisis: Why over-relying on AI will make you average,” Tom explored how the explosion and adoption of AI tools has given marketers access to data, speed, and automation…but frustratingly frequently, this at the huge cost of creativity, strategy, and most importantly, impactful and meaningful results.

With an amusing story about a childhood escapade gone wrong, Tom highlighted his observation that much of the SEO industry now finds itself rather stuck.

“We’ve hidden ourselves in the AI tools shop. Surrounded by opportunity, but doing the same as everyone else.”

With AI reflecting what’s already out there and been done by others, rather than showing us where to go next, Tom reflected that this is leading us to be a part of an industry full of “busy” marketers who are simply creating endless noise, rather than meaningful results.

As AI starts to appear into almost every workflow, Tom warned the brightonSEO audience of a dangerous sameness taking hold. Automation can make us efficient, but it can also make us indistinguishable. He also shared that sameness matters now more than ever, because search itself is changing. We know that people aren’t just turning to Google anymore. They’re discovering brands through new AI platforms, TikTok, Reddit and voice assistants and so rankings are no longer the only measure of success or even the full story. New platforms where authentic and original perspectives will get noticed and rise above templated content. 

Tom shared three key shifts to help SEOs and marketeers reclaim their edge in with AI around every turn.

Think like a product team.

Stop running long, static campaigns. Start running short, measurable experiments. Treat your SEO like an agile system that learns fast and adapts faster.

Make AI your thinking engine not your writer.

Use AI to analyse, challenge, and provoke your ideas, NOT to produce cookie-cutter content and a sea of sameness. It should enhance your thinking, not replace your strategy.

Create what AI can’t.

Publish content rooted in real experience, unique research, bold opinions, and genuine stories. If AI could have written it, it’s probably not worth publishing.