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AI and Its Impact on EEAT

3 min read

It’s the battle of the acronyms! 

When it comes to producing content — that actually delivers results — it’s about finding the right balance between creating efficiency and delivering authority.

While the rise of AI-generated content has armed marketers with the gift of productivity, it’s still uncertain if this type of content positively impacts organic search results and creates great experiences for audiences. Now more than ever, it’s important to maintain a uniquely authentic brand voice that withstands the sparring algorithms. 

Listen in as Nicole MacLean,’s Head of Growth Marketing, and Jeff Coyle, Co-founder and CSO, MarketMuse discuss how to leverage AI in your content creation while creating unique experiences and demonstrating your brand’s expertise, authority, and trustworthiness to maximize the results of your content strategy.


This session discusses how to integrate AI into content strategy without sacrificing authority, focusing on the importance of human involvement in the process and the challenges of using AI-generated content.

Jeff and Nicole dive into the world of AI, its impact on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), and content strategy. In light of the rapid rise of large language models, they reflect on the changing role of humans in the content creation process and the challenges and risks of using AI-generated content. Spoiler alert: always make sure that humans are an integral part and that they maintain control. Lastly, they speculate on future developments in AI and how that will affect content strategy.

Interesting Insights

1. Expertise, Authoritativeness, and Trustworthiness (E-A-T) are essential factors for content quality and comprehensiveness.

2. Experience, both on-page and of the author/brand, is crucial in creating helpful content.

3. The balance between expertise, experience, and the ability to write quality content is vital for creating authoritative content.

4. Companies need to have a clear perspective on where they have the opportunity to be authoritative and create a documented style guide for their content.

5. AI-generated content still requires human involvement to ensure quality, authenticity, and correctness.

Key Quotes

1. “I think people want to do business with people. And so not forgetting that even though you send an email to thousands of people and they can seem like a number, it is a person on the other side of that that has the same fears concerns that you do.” – Nicole MacLean

2. “I think just being a person makes a huge difference.” – Nicole MacLean

3. “I think the biggest thing, though, is having data.” – Nicole MacLean

4. “I think the answer is that there always needs to be a human in the loop.” – Nicole MacLean

5. “I think the adoption curve just is more present and feels heavier than a widget that you’re trying to take to market.” – Nicole MacLean

Featured Guest

Nicole MacLean

Head of Growth Marketing, 

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As Head of Growth Marketing at, Nicole leads her team with a focus on building and growing relationships through meaningful brand experiences. Nicole has built her career with a commitment to employee development and engagement. Passionate about gender equality in the workplace, Nicole has founded various female affinity groups throughout the Indianapolis tech community and continues to serve as an advocate. She’s been named to Techpoint’s Tech25 Class of 2018 and one of Indy’s Most Pivotal Leaders in 2019.

Stephen leads the content strategy blog for MarketMuse, an AI-powered Content Intelligence and Strategy Platform. You can connect with him on social or his personal blog.