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Artificial IntelligenceTension: Marketers expect AI to optimize SEO—but discover it’s rewriting the rules instead. Noise: Hype cycles around AI tools promise easy rankings and automated content, obscuring the deeper shifts in how authority, relevance, and trust are earned. Direct Message: AI won’t replace SEO or PR—it will force both to evolve around credibility, not keywords. To learn more about our editorial approach, explore The Direct Message methodology. What hap…See the Story
How AI is shaping the future of SEO and earned media

Artificial Intelligence · South AfricaThis article was originally published in 2024 and was last updated June 28, 2025.
Tension: Retail leaders know they need AI, yet the technology still feels abstract and risky on the sales floor. Noise: Conference hype, demo‑day sizzle reels, and vendor FOMO make AI sound like a magic switch—masking real integration costs and culture shifts. Direct Message: AI is not a retail product add‑on; it is a capability that rewires decision‑making. Treat…See the Story