#7 - The AI Content Cancer That's Killing Your Business

In this episode of Over The Bull, we pull back the curtain on the AI-generated content boom—and the hidden dangers behind it. From lifeless language to content “inbreeding,” we break down how agencies are quietly replacing human creativity with algorithms, and why it’s eroding trust, killing brand authority, and flushing your E-E-A-T score down the drain.

Plus: how to spot the red flags, what the “Habsburg Theory” has to do with bad blog posts, and how to use AI the right way—without losing your voice or your credibility.

Over The Bull is brought to you by IntegrisDesign.com. All rights reserved.

Transcript

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You're listening to Over the Bull, where we cut through marketing noise. Here's your host, Ken Carroll.

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How artificial intelligence and design agencies are conspiring to give your business cancer on this episode of Over the Bull. You want to stay for this one. Now I've said, and I still contend, and I'll stick with it, that design agencies in large part are out to create big swaths of content that make you think that they're doing a lot more than they are. Now, that theory, the reason I have it, first of all, is because, frankly, it's true. I can't tell you how many times I've talked to search engine optimization companies or even large companies who are mass-producing artificial intelligence-based content, and, frankly, it's going to destroy their company. I know that's a little sensationalistic, but if they don't put it in reverse and get it figured out, it can cause irreparable damage. So let's talk about this a little bit. So obviously there is a rise of AI content across the spectrum of the internet. Now we know it's true. Some of you may be producing content or articles using ChatGPT. Some of you may be using closed AI systems. Some of you may be using more sophisticated tools. But the point is that that tool in itself and that process in itself or agencies who are doing that on your behalf are not doing you any favors. Now, to understand it, let's dive into something. I want to talk to you about EEAT. Like the word eat, but with one extra letter E. Now, that stands for expertise, experience, authoritativeness, and trustworthiness. Now, this is the gold standard of quality content. That means that it has to be touched by a human being. Because remember, Google's goal and all these search engines' goals are to provide the most relevant and meaningful content when someone searches for something. And so generic content that's spit out by artificial intelligence, although valuable, is one of those things that Google is getting better and better at sniffing out and determining. So let's talk about agencies for a little bit. The one thing you need to know as a business, and this is absolutely critical. If you don't hear anything else, you need to hear this and understand this. Agencies are out to produce content and do things with the minimal amount of overhead. This means if they can churn out generic articles, post them to your website and not involve you in the process, this is better for them. Because it's less work. It's less communications. It's pushing a button, generating content, sticking it on your website, and saying, hey, look what I've produced for you. It's a fraction of the time, effort, and energy, and completely negates possibly the most valuable thing you can have when you create content. That is the EEAT factor. So it's good for the agency. It's bad for you. It's almost, you know, meaningless content in some respects. So let's talk about this a little bit more. Let's move into the risk of inaccuracies in AI-generated content, especially when it doesn't pertain to your specific business in your specific areas. If it doesn't relate to the people you're trying to serve, it's useless. Okay, it doesn't matter what it says. If it doesn't relate to the people that you're trying to service in your target area, that content is useless. So what that means is that you need to be involved in the content. You need to be involved, why? Because you are the expert of your company. The agency is not an expert of your company. And so, therefore, they could create the best content in the world using artificial intelligence. Although technically correct, it's going to miss the EEAT spectrum. Okay, so also, just to throw this out, when you look at AI content, look, it's good. We use AI. We use it in very specific ways, and it saves hours of time. But it's also often inaccurate, right? Sometimes it doesn't relate to the business. Sometimes it puts in things that don't even pertain to the business, but rather their competition. You see, AI content, although powerful, if it's not carefully reviewed and edited, it can lead to all kinds of issues, maybe legal issues, reputational risk. All kinds of different issues are associated with just churning and burning AI content by giving it a subject, saying work in a few of these keywords, and then spit the article that I can put on a website. You do not want to do this and you certainly don't want somebody that doesn't understand your business doing this. So what's the magic answer? The magic answer is using the power of artificial intelligence combined with human sentiency. And that human sentiency usually has to be partly you as the owner of a business. And the reason being is that Design agencies are not someone who understands everything about all businesses. Even niche-based design or marketing agencies don't understand your business. They may understand all the technicalities. They may understand all the rules, but they don't understand you. You see, that's the missing piece here. You're the authority element. You're that person that's going to bring in that trust factor by incorporating you. into the process. So one thing that we do with our agency is we'll use artificial intelligence to create an outline. And then what we'll do is we'll create the scaffolding of an article. And we'll let artificial intelligence rough it in. But between the outline and the actual development of the article, We actually inject URLs. We inject different things about the business. We inject different processes to make sure that it's close. And then we also remove anything that's not relevant to that business to the best of our understanding. Then once we create that content, we pass that on to the client. We ask them to humanize it, to put in their experience, to put in their personal energy so that that article becomes more, well, human. And then what happens is something really magic. The EEAT factor starts to go up. Now it becomes more original content. You didn't have to go all the way over to the idea of creating an article from scratch, but you were able to use the content that was created as a basis for your humanized content. And then that's what we published. So a quick side note, there are also powerful tools that allow you to go in and actually look at the best articles that are in your area that are being searched for the most. So you should never go in to chat GPT or one of these things and just ask it to write an article based on something that you think is good. you can actually find out what people are looking for in terms of content and then build meaningful content. So a little bit of meaningful content is going to far outweigh, you know, just tons and tons of generic content you're spitting out and basically just guessing on whether or not that content is good content. Now, here's the sad part. A lot of agencies, they guess and They just look at your keywords. They'll try to generate a few articles based on those and just keep feeding the beast. But that's like feeding cancer with sugar. You don't want to do that. Meaningful is always better. Now, just like, you know, in history, you know, we tend to look at people in antiquity and think they weren't as intelligent as us. But let's hit the pause button on that for a second. And let's look at Machu Picchu. Let's look at the pyramids of Egypt. Let's look at some of these ancient structures, which would be extremely difficult, if not impossible, for our modern abilities to reproduce. Now, there's a reason that there's these rocks that are really, you know, so tightly knit together still after centuries. thousands of years where you can't put a piece of paper between the two rocks or the geometric rocks that are not squares. You know, the reason we have square blocks is because it's easy to produce. These asymmetrical elements that are in some of these structures are much more difficult to produce. So we would do well by learning from our ancestors and not having this idea that just because we have different tools, that somehow we're more intelligent or more insightful than people that have lived on this earth before us. And this is really important. So when you look at something like these cautionary tales, such as Icarus, When you look at these, I think we should take those and then carefully think about those within the construct of our business. Now, if we look at it from that perspective, one of the modern things that have come in is something called the Habsburg jaw of content decay is kind of what I like to call this. And basically, the Habsburg wanted to, there were a regal group And what they wanted to do was maintain their purity. And so what they did was they kept inbreeding with themselves. And rather than increasing their royal lineage, they actually bred themselves out of existence. And one of the visuals of that group was this kind of like extended jaw. And that's where you get this Habsburg jaw. So just like the Habsburg kept marrying their cousins to maintain purity and ending up undermining their entire destiny, some businesses and agencies are now inbreeding their content by relying too heavily on AI without fresh human input. Now, the content that looks polished but lacks soul is something that that AI looks at. And if AI content is going to use AI content and get in this feedback loop, then the content becomes more and more generic without human input. So search engines, although you think they may want to play the game of artificial intelligence, They do to an extent, but they also understand that human sentient expertise is much, much more important and more valuable to the reader than just this churn-and-burn style content. So the modern-day Habsburg theory, which is a little tongue-in-cheek, a little bit of philosophical debate— More just fun stuff to talk about is possibly a big warning sign where, you know, the ancient sirens would call out to sailors and lure them to the depths of the ocean to their death. Perhaps this is something that is a warning for small businesses and businesses of all sizes. that if you create a model of artificial intelligence to whip out content, then maybe you're pushing yourself into the depths of your own demise for your business and the people that trust you to keep your business afloat. So that's real strong when in reality, most businesses just want to have a product, sell a product, and then push on. Now, as far as gosh, I don't know, 10, 15 years ago, in our industry, the marketing and design industry, it was already being pushed that journalism degrees would be huge. They would be phenomenal. And the reason being was the quality of content. And the idea is that every business kind of becomes their own outlet for that content, which is true. So if you're going to play the content game, you need to play it right and not pay someone just to kind of keep cranking out content over and over again. So if we really look at it, the expertise and experience, it just can't be fake artificial intelligence. And it can't be faked by agencies pretending to know your business. I mean, I spend probably, I mean, with coaching and retainer-based clients, I spend time with them every other week, once a month, and I truly try to understand and document things about their business. And I still... and not the expert of their business. And I don't pretend to be. See, it's really liberating when you go in and you don't say, I am an agency that specializes in electricians, or I'm an agency that understands you so much that I can create content and it sounds and acts just like you. You see, I'm putting myself in a place where I can't do that because the minute that business walks out, I'm talking to a bookstore, or I'm talking to a plumber, or I'm talking to, you get the point, I'm talking talking to different businesses and to go through that deal with hundreds of businesses and then still think that somehow I can focus on your niche business in your area is frankly impossible. Now, we do our best, but we love clients who participate. Clients who participate always do better because their resonance is sent out there. Now, that sounds a little hokey, but it's true. Because when people read your word, they read your expertise that goes into it, it helps. And so part of what we do is we don't really care if a client understands the best grammatical rules. As a matter of fact, I worked with a particular person. I won't mention her name, but she is huge in the copywriting industry. I mean, absolutely phenomenal in the copywriting industry. And I remember one time, I asked her about a sentence structure, and I can't remember if it was a colon or a semicolon, but I said, you know, you really should have this here, I think, in order for it to be accurate. And I was kind of shocked because we're talking about a person who$3,000 for a half hour of her time and has written stuff for very large organizations. And she basically, with the confidence that she had, she goes, I really don't care about the grammar in some cases. I care about the pace. And she said a colon causes someone to pause. And I don't want them to pause in that instance. She inserted an ellipse, you know, that dot, dot, dot, and then continued. Now, the reason she did it was because it kept the pace of the content going in the right way. You see, that's expertise. That's something that's kind of hard to fake. Now, granted, I get it. You're watching all these things with, you know, songs being reproduced and all this other stuff. And you're thinking, well, surely they could reproduce her. Yeah, but can they reproduce her expertise? Can they reproduce all the things that go into that human sentient experience to create that content? So don't let grammar or being imperfect with grammar get in your way. Matter of fact, I tell our clients, don't worry about it. That's not your job to be grammatically sound. Your job is to give me that humanized factor and then let me take it and I'll run it over the goal and I'll polish it up a little bit. But you see, that's the process. It's not a churn and burn. Okay, so let's talk about the people that are working with you. Now, I get it. Businesses, and I'm the same way, I am jealously protective of my clients. And the thing about businesses, most of them, they're really kind of protective of the people that serve them, that agency, that freelancer that comes in and sees them and shakes their hands and smiles and talks about the ballgame. I get it. You like your agency. You like your freelancer. That's okay. There's nothing wrong with that unless it inhibits your business ability to be successful. Remember, you're not running a country club. You're not running something to bring friends in and joke. You're trying to grow your business and protect the people you work with. So let's talk about some flags when it comes to agencies that may be using artificial intelligence-based content only. The first one, every article sounds the same. The tone, the structure, and the vocabulary feel eerily similar across blogs or pages, even for different topics. You see, the thing is, is that artificial intelligence generates content, but it also kind of brings in that tone that is similar. Now, some of the more advanced tools that we use when we're creating those outlines and that scaffolding for an article, so to speak, we can actually put in the ability to alter the tone that we give it. But even at that, it's not good enough. And so don't let anyone tell you that they can produce content, create the right tone for the content, send you the content, and then that content is magically great. No, it's not true. There's no tool that replicates human sentiency. The next one. vague language with no specifics. You know, those articles that say things like it's important to have a strategy without explaining what that strategy is or giving real examples. So, for example, if I were to not give you our example of how we build content, then that would be more generic. But I'm giving you a real world example of how we actually use AI content with the client to produce something meaningful. There's no first-hand experience or personalization in AI content. No mention of things like case studies or customer feedback, employee quotes, or that behind-the-scenes process. Again, podcast is a good example. I'm giving you content that I'm basically rattling off based upon what I run into each week at our design agency. And this is one of the abuses that I've noticed this week, and I'm simply sharing it with you. But I'm doing it in more of a meaningful way that is bringing my personal experience, my over 30 years experience, into the conversation and sharing that with you in hopes that you properly harness it for your business. Let's talk about empty call-to-action sections. You know, the call to actions are generic. Contact us today for more info with no context or personalization. You see, the idea, and of course you're going to use some of that stuff sometime, so that's a little bit ambiguous. But the idea is that, well, let me run you down this road real quick. One of our clients, they have multiple locations. And I got to be very, very abstract about this. And I apologize, but I just have to, to protect their intellectual property. You see, I won't share with one client what another client is doing because actually I think that's a breach of trust. And in this case, someone could learn some very powerful things if they knew the company I was talking about. And so location number one, location number one was doing really good out of the gate. Um, When I say that, we're running Google Ads, and through Google Ads, they were getting immediate conversions. Conversions equal meaningful actions. So clicks, although are good actions, they're not meaningful ultimately to businesses because it doesn't necessarily show what they're converting to in terms of real sales. Location number two was getting a lot of activity, i.e. clicks, but no conversions. running the exact same business in two locations, exact same structure almost, minus a few things we did to basically create the localization based upon feedback and things like that. No success. So what we did was we started looking at the demographics in area number two versus the demographics in area number one. And what was interesting was area number two actually should have been more successful than area number one, but it wasn't. And the reason being was the product was actually good for a demographic that they, the company didn't think that it was good for. So then we started engaging with location number two and through their input, not our magic wand AI thing, but we were able to work through using their intelligence, not only additional content, but those call to actions that address the audience that was more interested in their product, that the business wasn't aware that that was more valuable to them. And so by doing that, they started getting conversions. Now, that took a lot of work all the way from the keywords we were choosing to the ads we were building to the landing page it went to to how the landing page was built and rebuilt, the way we used heat mapping to look at what was going on when a client came to it. adjusting the call to actions and adjusting those messages. So you can imagine that's quite a bit of work to get conversions. And someone who just says, well, we're going to run Google ads to your landing page is one of those things where it's almost comical when you get into this because you realize it's like saying, I'm going to work on the first two links of a chain and then we're going to use rubber bands and then put a couple more links in place. It doesn't work like that. So when you look at these call to actions and these empty call to actions from an agency that we really try, when I say that, I mean, we really, really put an effort in understanding each client we work with. We don't call them by some automated number. Can I get your account number or anything like that? We know our clients by name. So we really put that effort into doing that. And when we do that, we can come up with something that's good. But even then, Even then, we have to bring the client in to help us figure out certain things. Now, when it comes to content, if I were to whip out content using even the history of that business without bringing in location number two, I would have completely missed the mark. If I use the main location, I may have completely missed the mark. I had to use... that one specific local place in order to make this thing work and put all the pieces together. So you can see how important that all this stuff plays in together. And so generic call to actions are just another one of those things where, although we all have the call now, the book now, you know, all those buttons that are there, But if the lead-up point, if the crescendo is not building toward the right demographic at the right moment with the right message, then it's going to fall flat on its face. Another one, weird keyword stuffing. All right, so keyword stuffing. Just think of it as an article where you start reading it and let's say, for example, you're an electrician in Hoboken. And so what you do is you look at the article and it says Hoboken electricians, electricians and Hoboka, blah, blah, blah, blah, blah, blah, blah, all the way through. And so by the end, it looks like it's just been like crammed full of these words that are nonsensical or they don't flow very well within the content that was created. This is called keyword stuffing. Now, Google's gotten really good at looking at things like keyword stuffing. And a matter of fact, just a bonus tip, the more you use a keyword in an article, no, that does not make your article more effective. And a matter of fact, when you look at certain tools, It'll actually look at the amount of times you should use it, and a lot of times it's a lot less percentage than you think. And so if you see weird keyword stuffing, that's an indicator of a couple things. One is AI content, but number two, it's showing that whoever you're using is old school, and they don't quite understand the way things have changed over the years, and they're not keeping up with Google's algorithms. So no formatting or visual flow. You know, I'm talking about those long, long walls of unbroken, no bullet points, and use headings that are just at the top of the page, things like that. Layout matters. Content matters for those articles. Using photos, using imagery, using infographics are really important when creating content. Now, it has been shown that you don't want to be perfect in your content. You want to be better than the next guy. But one of the things that you can obviously tell if it's AI content just being pushed through is if you see these weird generic images or you're seeing these long flows of copy, you're seeing a lack of... you know, proper, just look at the page. If it looks like it's just been splattered on the page, then our odds are it's just been dropped in using an AI tool or just copied and pasted with a couple of generic modifications like making the headers bigger, things like that. So obviously that's not good for your business. Now, here's the big one. It doesn't sound like you. Okay. It's got to sound like you. So when you read it out loud, does it sound like something you would say or your business would say? Or does it sound like something that an agency would say or an artificial intelligence mechanism would say without your input? Are you calling that person up and saying, well, this really isn't that accurate. This isn't that good. And they're not really involving you in the process. See, for us, it's so much better to involve the client because then we can say, Please look over this. Add your own input. Strip out anything that's not good. Put your voice into part of this. And it's simple. It's really simple to do that. And then when you do it, the project just comes alive. And that EEAT score starts to climb. And everything starts going in the right direction. So even if you're doing something technical, you need to put the human sentiency spin on it. So here's a fun one. If you want to find out if your agency is good at it, what you can do is ask them a question. And ask follow-up questions. You don't have to be an expert to ask questions. You're paying people to do something, and they should be able to give you good answers for those questions. And the question you could ask is, can you walk me through your process for ensuring this content reflects our voice, experience, and our goals as a business? Now, if they can't provide you with a good answer, all they can provide is we use AI tools and we plug this in and, you know, just kind of churn and burn content. You can read through it and you can tell if they're not using real processes that are meaningful to your business. I mean, for example, you come to me with that. If you're working with our company, what I'll typically do is when I start off, the first thing we ask are, what are your goals? What are you trying to achieve? And so right out of the gate, we would have a good answer for that question about how are you meeting our goals? They're baked into everything that we do. If a client asks how we give their tone, we're constantly asking for their tone. Oftentimes with content marketing programs, we send them the content that we outline and ask them to help humanize it and make sure that that's put into it and make sure we're not saying things that are inaccurate. You see, If you bake it into the process, those are really easy questions to ask. If you're not baking into the process and all you're doing is trying to create the illusion of work. then those questions are going to be a lot harder to answer. And dive into it. You don't have to accept something that's ambiguous in their answer. They should be able to give you good follow-ups. I can't tell you how many times. We've recently started working with a pretty large group, and it's common for them to ask a question and then in real time do a follow-up. I mean, they want to know that you know. The good companies, they don't care if they look foolish in asking a question. You know, me, when I talk to somebody else, if it's something I don't know about, I'll say, talk to me like I was a kid. Don't worry about it. Say whatever. If I say something foolish, just tell me it's foolish, but explain to me why it's foolish. I want to learn. These are not bad things, and you should never be fearful of someone who carries an air or pretends or maybe they do know a ton of stuff about internet marketing and design. But if they do, they should be able to carry a conversation and, frankly– be excited about sharing that content with you. I mean, we get excited about talking to customers and educating them and equipping them and showing them exactly what happens and look under the hood. Because for me, what that does is it takes the pressure off. because I no longer have to be Mr. Authority guy on everything. Now I can be that guy who says, well, this is what we offer, and this is exactly what it does. It's not a magic bullet. And guess what? There are no magic bullets. Artificial intelligence is no magic bullet. So if we look at it from that perspective, it's a lot easier to kind of bring things into focus. Now, I will tell you this. AI is phenomenal in a lot of ways. I'll give you a couple of them right off the bat I've used it for in just the last week. I'll have a client send me a lot of historical data about their business. And then what I'll do is I will engage with artificial intelligence and I'll ask it to parse data in certain ways. And then it'll usually give me a result and the result is not what I'm looking for. So then what I'll do is I'll ask it to adjust the content and then base that content on other things across the web. And then I use that content to really kind of go through thousands of lines of code in order to come up with this boiled down, powerful, bit of data that can be used in a meaningful way for a campaign. And so we use it, for example, for isolating zip codes. We can use it for isolating different cities, different style of content, all kinds of different things you can use with AI. And then normally that would take just a ton of time to build pivot tables and sort through data and then collect the data, you know, all those things. And so it's really good for data aggregation. It's also good for brainstorming ideas like this podcast. I regularly communicate with artificial intelligence when I'm driving down the road to go to work. It's great because I can ask it for analytical data and I can ask it to organize and outline things and do things like that and put it together in a meaningful way. So when I get to the office, I've already got a lot of content that I can sort through as I'm driving. So I save a lot of time in that going from point A to point B. And actually, ChatGPT is pretty good about that. I mean, some of these, uh, AI tools, you'll find that they, uh, you know, the creations is only as good as the creator, right? So the idea is if, um, an AI model, uh, has a, it presents a certain philosophical view. It's because a philosophical view is baked into the AI, which, which is dangerous. It's like George Orwell, 1984 stuff. Um, Yeah, I'll give you an idea of that. I have a friend of mine, a dear friend of mine, and her husband's going through some serious stuff. And I was asking artificial intelligence to give me some data based upon what's going on, based upon some recent situations. And it did not give me the data. It gave me... The data it presented was actually generated by the places where I was asking questions. So let me try to be more specific. If I was asking, are cigarettes bad for you? And all I got was case studies that was built by cigarette manufacturers, then obviously I would know that that data is skewed. Well, this particular AI model, what it was doing was giving me data that was funded by the people that I was questioning what was going on with and really had to do a lot of dancing in order to get the data that I wanted to get. And AI, if I would have just trusted it, it would have given me this philosophical precept that was inaccurate. Frankly, it was completely wrong because of information that was actually released. It showed the opposite of the softball pitch that AI was giving me. And so, you know, chat GPT, when you look at it. Yeah, it's going to give some inaccurate stuff. No, you shouldn't use it for just generating articles. None of that stuff. But when you look at it for like data aggregation and kind of organizing things and things like that, if you get one of the more advanced models with ChatGPT, it can be quite beneficial actually. But not just to set it and forget it or just let it do things on its own. For example, regularly I will ask it to organize this podcast. As I'm talking, I'll say, well, this is what I want to do. And then it'll pull in some data and then I'll do it and we'll massage the article using AI. But then a lot of times the subjects, the content is so vanilla. It's just so not us that we have to go in and say, okay, really this is what it is. Really artificial intelligence is a cancer for small businesses. It's not that it's bad practice and this is the best practice. You see the difference between the two is one's going to kind of give you this lukewarm version of content and then the other, which is human-based content, is going to be more You know, if you take the book of Revelation, when it talks about the seven churches, the Laodicean church is one of the things that Christ had said was, I would rather you be, you know, when he told John what to write, you know, let me try to clear that up, was that he said, I'd rather be hot or cold, but not lukewarm. So the meaning is that you don't want to be lukewarm in your content. You want to be meaningful. You want to provide something that's going to help somebody out. I honestly won't when you're done here because most of you are never going to engage with our agency. And the idea is I want you to take this and go back and build a more powerful business because in doing this for as long as I've done it, here's what I know. Businesses put everything on the line when they grow. For small businesses, it seems like everything's always against them. There's no lobbies, no realistic lobbying that's going on for the small business. Typically, they're the low guy on the totem pole. It's very hard for a small business to make it. If you're being attacked from the inside, Or if you've got that cancer growing in your business and you don't know that it's growing in your business, then you have no way to combat it. You have no one telling you, hey, quit eating sugar. You know, that could be fueling your cancer. You don't have that person and you really need that person on your side. So frankly, God's been good to us. And what I see is a way to kind of contribute and help you help your family and help those people that work with you. All right, so let's wrap this thing up. EEAT is important. EEAT is the gold standard. You want authoritative human content based on expertise and trust. If your content does not have your voice, does not have your tone, and it's generic, I don't care what it reads like, it's not right for you. And you need to make changes for your business before you get too deep in it. And don't feel alone if you're doing this. I talked to this one company, and I'm 52, so I can officially say this kid. So you could tell he was young. He was so excited about artificial intelligence. And he was in charge of a mega, mega big project. And I remember him talking to me about how they're going to use artificial intelligence to to spin up these localized websites all across the country. And they're going to rule the world through AI generating over 100 pages per location of localized content. And they're going to dominate the world. And I asked him, I said, well, I had questions. One of them was about something called private blog networks and PBNs based upon his interlinking strategy. But the other one was EEAT. So you see, even companies that are big are making this mistake. They're going too far into it, and they're not thinking about quality over quantity. They're thinking somehow they can build the magic bullet. So it's kind of like this. If I gave you a million dollars, it would help you in your business. Now, if I gave everybody a million dollars, Everybody. Then how valuable is a million dollars to you? Not valuable. Okay, so that's a challenge in search engines' eyes because if everybody uses AI content, guess what? Everybody starts at that new baseline. And now search engines like Google have to go, okay, what makes the next group of content more valuable? And that always goes back to EEAT. And that goes back to the concept of work. You know, it seems like the people work so hard to avoid work. And in reality, work is what makes the difference. Putting that effort in, working those extra hours when your business is starting up, putting in that thought, looking at it, not being afraid to say, I'm not sure that this is right for our business. Putting money into it to give your agency time to do the stuff that's right. And never, ever, ever And this is huge. I use this all the time. Never do things halfway. Stay away from those do-it-yourself builders. Stay away from that stuff that just sounds awesome and it's going to save you all kinds of money by not having to bring in a professional. That is a dream. That is a fantasy. Just like E-E-A-T is a fantasy. No one ever enters a Pinto in the Daytona 500 and says, okay, if I finish in the top 10, I'm going to put more money into it. No one ever does that. And why is that? Because they know by entering that car, they're never going to break the top 10 to begin with. They have to put their best effort in, the best tools in, the best people in, in order to have a chance, not just for the top 10, but just to make the qualifying field. That's what the world is today. And so make sure you work on your content. Make sure you check this out. And don't get buried in this avalanche of AI-generated generic content that Google's going to crawl and they're going to recognize it because, yes, they are recognizing AI content more and more every day. So to the best of luck to you and to your success, I really appreciate you tuning in and listening. You can subscribe and then you'll get notifications. Just subscribe to our podcast. We're on all major platforms. If you go to integrisdesign.com, that is spelled I-N-T as in Tom, E-G-R-I-S, design.com, you can also sign up for there. Just look for the Over the Bull podcast. Thank you again so much for tuning in. To your success.

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