Artificial Intelligence (AI) has significantly transformed the way search engines interpret content, rank webpages, and deliver results to users. Search Engine Optimization (SEO), traditionally based on keyword density and backlink strategies, has evolved into a multidisciplinary field influenced by machine learning, natural language processing, and behavioral analysis. This article examines how AI has reshaped SEO practices, focusing on algorithmic evolution, consumer behavior transformation, digital authority, technical optimization, and the growing importance of user experience. Additionally, the study discusses ethical concerns related to automated content production, data privacy, and algorithmic personalization. Using a qualitative exploratory methodology based on literature review and market trend analysis, the research demonstrates that organizations capable of balancing automation, strategic communication, and authentic digital experiences are more likely to achieve long-term visibility and competitiveness in increasingly intelligent digital ecosystems. The study also highlights the growing importance of semantic relevance, user-centered communication, and ethical AI implementation within modern digital marketing strategies (Talaviya, 2024).
Bruna Sotte de Carvalho (2026) studied this question.