SEO employees’ perceptions of Artificial Intelligence in the digital workplace
DOI:
https://doi.org/10.46990/relayn.2026.10.3.2857Keywords:
Artificial Intelligence, SEO Professionals, Human–Machine Collaboration, Workplace Perceptions, Digital Transformation, Digital Marketing, Human-machine collaboration, artificial intelligence, workplace perceptions, SEO professionals, digital transformationAbstract
This study analyzes the perceptions of search engine optimization (SEO) professionals regarding the implementation of artificial intelligence (AI) in the workplace. A phenomenological-constructive approach was used with semi-structured interviews to 10 participants, including SEO members, marketing directors and external experts. The results identified three central categories: AI as a catalyst for efficiency, as a collaborative partner, and as an element of professional redefinition. Moreover, differences in perceptions based on gender and organizational roles were revealed. This research concludes that professionals have built a collaborative relationship with AI which enhances their strategic competencies and resignifies their work practice without leading to technological displacement.
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