Use AI to learn about who your users are – with Eli Schwartz

Like Folashade, Eli Schwartz, author of Product-Led SEO, believes that AI tools can help you gain a deeper understanding of the people behind the search queries.Eli says: “Everyone’s been talking about using AI for SEO, and they’re focusing on the wrong aspect of it.AI shouldn’t be used to create content; it should be used to understand your users and figure out who they are. You can then use AI to create some of that content, but the magic of AI is understanding the things that you wouldn’t already know about your users.”Is there a particular AI that you’re using?“I was using ChatGPT, then I moved over to Gemini. I tried Perplexity but it always introduces itself by repeating the prompt, and I find it really annoying."Read the full transcript of Eli's interview at https://majestic.com/seo-in-2025/eli-schwartz