The Future of AI in Search | Whiteboard Friday Revisited With Britney Muller

Five years after this video was created, the idea that machine learning might be “far outside the scope of your SEO work” seems outrageous. But you can understand why it was positioned this way. Britney’s early work in LLMs, machine learning, and SEO was initially met with scepticism. 

“I remember people telling me I was insane and actually, like, very seriously criticizing me for making these sorts of leaps when I have been at the hackathons. I’ve been at these AI conferences. I know the current capabilities exist,” but at the time, the concept was “such a foreign concept” to many people.

As we enter the second half of 2025, three years after the ChatGPT general release, there is no shortage of AI marketing workflows, including on our very own Moz Blog. 

But even Britney admits she couldn’t have anticipated that LLMs would be the model that would “explode in the way that it has” with the wide release and adoption of tools like ChatGPT. Instead, she thought that predictive models or data models focused on “analysis and surfacing statistical insights” would take off first, as those applications had “incredible capabilities through other types of machine learning” that are now being overlooked. Perhaps this just proves that predicting anything in this crazy world is nearly impossible. The real lesson? Stay informed so you can react in the most sensible way possible. One great way to do that is through Britney’s Maven Course, Actionable AI for Marketers. 

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