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Rand Fishkin, founder of Moz and SparkToro, offers a grounded, data-driven perspective on AI's role in marketing and search. He frequently critiques AI hype, calling tools like ChatGPT "spicy autocomplete" that enhance workflows but don't replace core strategies like audience understanding. Fishkin emphasizes focusing on human-centric SEO, branding, and influence over chasing algorithmic shifts or overblown predictions.[sparktoro]​

Fishkin argues the AI boom mirrors the dot-com bubble, with trillions invested but limited real-world transformation in search or marketing. He notes AI chat tools grow slowly and complement Google rather than displace it, as traditional search remains dominant for discovery. Usage data shows only 20% of Americans engage AI heavily monthly, with adoption stalling among non-tech users.[lunio]​

Prioritize platform-native content and earned attention through clarity, creativity, and credibility, not AI gimmicks. Track engagement over backlinks and exploit top-of-funnel gaps left by zero-click SERPs. Build long-term assets like topic clusters that serve real user intent, using AI only for tasks like brainstorming or data summarization.[reddit]​[youtube]​

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