At some point in the future, AIs may create works of art, music, and writing that rival human-created ones. For now, what's most impressive about most generative AIs is their capacity to produce lots of mediocre work very quickly. This ability is transforming many industries: In the world of higher education, where I work, we are discovering that it's very hard to tell AI-produced mediocrity from something that indicates that a student is learning to produce good work. But no industry has been so transformed by AI than the shadowy world of search engine optimization. This story is from the WIRED World in 2025, our annual trends briefing.