The human side of AI transformation for SEO teams

Summary

Podcast Summary: Voices of Search

Episode: The Human Side of AI Transformation for SEO Teams
Host: Jordan Cooney
Guest: Steve Wonker, Managing Director at New Markets Advisors
Date: March 5, 2026

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Overview

This episode of the Voices of Search podcast dives into how marketing and SEO teams can successfully integrate AI tools—not just on a technical level, but by understanding and addressing the human factors that drive transformation. Host Jordan Cooney and guest Steve Wonker explore how workflows, team dynamics, and decision making are reshaped when advanced technologies like AI are introduced into content and search engine marketing operations.

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Key Discussion Points & Insights

Understanding the Human Side of AI in SEO

• Beyond Technology Adoption (00:42 - 00:57)

  • Marketing teams often focus on the “adoption of the tool” but overlook deeper questions:
    • How does AI alter the way work flows through a team?
    • How does increased data visibility change inter-team relationships?
    • Are there new opportunities or risks for team members to “meddle” in each other's data?
    • How do decision rights and approval processes evolve when technology enables more open access?

  Notable Quote:

  "They need to think not just about the adoption of the tool, but what then happens to the flow of work, to how people interrelate, to how people might meddle with each other given that they have more visibility about each other's data, to how decision rights get changed."
  — Steve Wonker (00:57)

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Reimagining Workflow and Decision-Making

• Process Transformation with AI (02:44 - 03:04)

  • The impact of AI goes beyond productivity boosts—it fundamentally alters the decision-making cadence.
  • Traditional workflows built around weekly or monthly steering committees are being disrupted, as people now have real-time visibility into one another’s workstreams.
  • Teams need to prioritize an expansive, strategic look at these changes before narrowing their focus to specific AI tools.

  Notable Quote:

  "To the cycle time of decisions to write the just the process of it, you need to have a weekly or a monthly steering committee. If people can have real time visibility into what is happening at various people's workflows. So you need to think big before you then zero in on how particular tools get used."
  — Steve Wonker (02:44)

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Memorable Moments & Quotes

• On Organizational Change:
  "You need to think big before you then zero in on how particular tools get used."
  — Steve Wonker (02:59)

• Host’s Closing Reminder:
  "Remember, the answers are always in the data."
  — Jordan Cooney (03:04)

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Timestamps for Key Segments

• 00:42 – Introduction to the episode & guest (Jordan Cooney)
• 00:57 – Steve Wonker outlines overlooked human elements in AI adoption
• 02:44 – Steve on how AI changes workflows, decision cycles, and team processes
• 03:04 – Jordan wraps up with a reminder about data-driven strategy

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Tone & Language

The episode maintains a thoughtful, strategic, and slightly cautionary tone as both host and guest advocate for a balance between embracing new technologies and respecting the nuanced processes and relationships within SEO and marketing teams.

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Summary

Jordan Cooney and Steve Wonker emphasize that the successful integration of AI into SEO isn’t just about the tool itself, but about reimagining team workflows, decision-making, and data transparency. Teams are encouraged to step back and rethink their foundational processes before diving into individual AI solutions. The human elements—how people work together, make decisions, and leverage increased transparency—are key to unlocking AI-driven growth in SEO.

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For SEO leaders and content marketers, this episode underscores the importance of proactively managing the human side of digital transformation to ensure AI adoption leads to sustainable success.

Transcript

[Podcast Announcer]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.

[Jordan Cooney]

I'm Jordan Cooney and joining me today is Steve Wonker, Managing Director at New Markets Advisors where do marketing teams underestimate the human side of AI transformation?

[Steve Wonker]

They need to think not just about the adoption of the tool, but what then happens to the flow of work, to how people interrelate, to how people might meddle with each other given that they have more visibility about each other's data, to how decision rights get changed.

[Sponsor Voice]

Time for a one minute break to hear from our sponsor, Pre Visible. So you're looking for SEO help and you got a couple of options. You could start replying to spam from agencies that claim they can get you to rank number one on Google. You can pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges. Or you can work with a cookie cutter agency to quickly launch a strategy less project with low success rate. None of those sound very good now do they? Well, that's where Pre Visible's integrated consulting model comes in. Pre Visible draws From a collective 40 years of SEO and digital marketing experience to unlock your organic growth opportunities. They build custom solutions that combine strategy, technical expertise, content and reporting to effectively operationalize SEO for your business. Pre Visible's four stage approach ensures that your SEO programs thrive by starting off with a strategy first approach. Then they support you in your efforts to create quality content, help you identify technical issues, and most importantly, they'll work with your cross functional teams to integrate your SEO strategies to make sure that your SEO budget actually drives results, not just your agency's bottom line. So join brands like Yelp, eBay, Canva, Atlassian Square, all who rely on the SEO consultants at Pre Visible. For more information go to Previsible IO. That's Pre Visible P R E V I S I B L E I O.

[Steve Wonker]

To the cycle time of decisions to write the just the process of it, you need to have a weekly or a monthly steering committee. If people can have real time visibility into what is happening at various people's workflows. So you need to think big before you then zero in on how particular tools get used.

[Jordan Cooney]

Okay, that's all for today. But until next time, remember, the answers are always in the data.

[Sam]

Sam.