Podcast Summary

Voices of Search // “One word that captures where we really are with Gen AI adoption in SEO”

Host: Tyson Stockton
Guest: Eric (Pilot Holding)
Date: December 12, 2025

Episode Overview

This episode explores the current landscape of Generative AI (Gen AI) adoption in the SEO industry. Tyson Stockton and guest Eric discuss how SEO teams are integrating Gen AI into their workflows, emphasizing that although there's growing excitement and experimentation, the industry remains in its early developmental stages. The conversation centers on practical observations, skepticism around reported usage rates, and the opportunities presented by this technological shift.

Key Discussion Points & Insights

Where Are We With Gen AI in SEO?

• Tyson asks: What’s the single word that best represents the stage of Gen AI adoption among SEO professionals?

  • Tyson’s assessment:

    • “Infancy. We haven’t even gotten to the toddler phase.” (00:43)
    • SEOs are at the very beginning of integrating Gen AI, not yet reaching widespread operational maturity.

  • Eric adds:

    • “Maybe we are a toddler. But no matter how you score it, it’s early days.” (01:08)
    • The actual, productive use of Gen AI tools in daily SEO is minimal, despite headlines or optimistic self-reporting.

Skepticism Around Usage Statistics

• Eric challenges the results from industry surveys, notably citing Semrush:

  • “Semrush’s data notwithstanding, I’m not convinced that as many people are using it as much as they might have said they were in response to the Semrush survey. Not any criticism of Semrush— they’re awesome— but there’s so much lack of understanding of how to engage.” (01:11 – 01:32)

  • Insight:

    • There’s a gap between the intention or curiosity around AI and actual, effective implementation in real-world SEO operations.

Embracing Industry Change

• Tyson reflects:

  • “Should be further excitement as far as the just change and evolution that we’re approaching in the industry. Not to say that we haven’t seen a lot of changes, but again, just embracing that kind of aspect of the industry.” (03:02 – 03:22)

  • Key point:

    • The hosts underscore the importance of being open to new technologies and the evolving SEO landscape, recognizing the transformative potential of Gen AI, despite slow and early-stage adoption.

Notable Quotes & Memorable Moments

• Tyson Stockton [00:43]:
  • “Infancy. We haven’t even gotten to the toddler phase.”
• Eric [01:08]:
  • “Maybe we are a toddler. But no matter how you score it, it’s early days.”
• Eric [01:11 – 01:32]:
  • “Semrush’s data notwithstanding, I’m not convinced that as many people are using it as much as they might have said they were… There’s so much lack of understanding of how to engage.”
• Tyson Stockton [03:02 – 03:22]:
  • “Should be further excitement as far as the just change and evolution that we’re approaching in the industry.”

Timestamps for Key Segments

• 00:43: Tyson frames the episode’s main question on Gen AI adoption; “Infancy” characterization.
• 01:08: Eric elaborates on the “toddler” analogy and skepticism about adoption rates.
• 01:32: Eric addresses industry surveys and real vs. reported AI usage.
• 03:02: Tyson pivots to the bigger picture—embracing change and future evolution in SEO.

Tone & Language

• The conversation is candid, pragmatic, and lightly humorous, with both speakers showing measured optimism but emphasizing realism over hype.
• Both Tyson and Eric speak in a “straight talk” manner, using relatable analogies (infancy, toddler stage) to ground their insights.

Closing Thoughts

This episode provides a reality check for SEO professionals tempted to believe in overnight Gen AI transformations. Both host and guest advocate for honest assessment over buzz, highlighting that Gen AI adoption is just beginning and that the SEO industry must focus on learning, experimenting, and adapting to change as the technology matures.