Has AI changed SEO for better or worse?

Google first turned to artificial intelligence and machine learning to power its search engine algorithm back in 2016. With ChatGPT's launch in late 2022, however, artificial intelligence truly became mainstream and significantly impacted the SEO industry. While some believe these changes have been for the better, others have argued that they have made things worse. As we look into the crystal ball, it's becoming increasingly clear that AI will continue to be one of the most critical factors in the future of search engine optimization and digital marketing. Here are some ways AI is changing SEO, along with its positive and negative impacts.