The hot new promise floating around the marketing world is simple:
“Train AI on your brand and—poof—your revenue problems disappear.”
Right. And my gym membership from 2016 is also going to finally get me in shape any day now.
For many brands, the pitch lands because it sounds like the perfect shortcut—especially if budgets are tight and hiring help feels out of reach. But like every other “silver bullet” that’s strutted through the door, this one carries more risk than reward. In the wrong hands, it can do more damage than you can afford to undo.
Let’s talk about why.
Look—we’re nerds. We love tech. Gadgets, tools, toys… did I mention technology?
But brand voice and tone aren’t widgets you can crank out of a machine.
Your voice is identity.
Just like your visual style is identity.
AI is not identity, it’s manufactured from prompts, not your customers and stakeholders.
It’s pattern-matching, rewording, and remixing millions of other people’s quips, tone, rhythms, and styles. Which means if you lean on it too hard, you start sounding like the business next door… and the one next to them… and the one that hasn’t updated its website since 2012.
Think about Canva: great tool, but how many times have you spotted the same look on five different Instagram posts?
AI is quickly becoming the Canva of copy.
If authenticity is the goal, AI isn’t the horse you bet on.
This part is important—because AI-generated content ties directly into how search platforms index, rank, and summarize your brand.
“Google’s search infrastructure is highly sophisticated…
The cumulative effect of all these signals can mask or compensate for small amounts of technical debt.”
AI crawlers?
They’re not as forgiving.
They strip everything down to raw text.
No schema, no styling, none of the supporting signals that help you rank today.
So if your content or site structure creates friction, your AI visibility takes the hit—hard. There’s nowhere for your technical debt to hide.
You can read the full breakdown here:
https://www.searchenginejournal.com/the-technical-seo-debt-that-will-destroy-your-ai-visibility/
Technical SEO isn’t going anywhere. Site speed isn’t going anywhere.
AI doesn’t solve these fundamentals.
Sure, AI can write code. But a human still has to debug it.
And for most brands, technical debt compounds silently until visibility drops, traffic dries up, and someone finally asks, “Why aren’t we ranking anymore?”
That’s the stuff you can’t duct-tape with a chatbot.
Traditional search bots scan everything—code, structure, content.
AI crawlers? We’re still in the dark. What we do know is this:
They only care about the words. Pure text.
And that text determines how your brand appears in AI overviews, summaries, snippets, and answers.
So if you’re pumping out low-quality AI copy because it’s “fast and easy,” expect that quality to be reflected right back at you in search visibility.
If you publish content, you incur SEO debt.
If you don’t publish content, you incur SEO death.
Either way, technical SEO, site performance, content strategy, and consistent updates matter more now than ever. The AI era isn’t replacing the fundamentals—it’s tightening the screws.
AI is incredible—when used for the right things.
Internal workflows. Research. Drafts. Customer support augmentation. Repetition-heavy tasks.
But the smartest thing you can ask right now is:
“What’s actually practical for my business today?”
And for many brands, the honest answer is: not yet.
Yes, NerdBrand uses AI.
But not to produce your creative or deliver technical solutions. Essentially copy/paste AI outputs… No.
We use humans—actual carbon-based, opinionated people—who care about making brands feel relatable, compelling, and real.
AI is a tool.
Your brand deserves a team.
That’s all for now.
And as one of my favorite YouTubers says… go away now.
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