The Strategic Role of AI-Assisted SEO Content in Enhancing Digital Marketing Performance: A Systematic Literature Review
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Abstract
Artificial intelligence (AI), particularly Generative AI (GenAI), has transformed search engine optimization (SEO) by enabling intelligent content creation and data-driven digital marketing strategies. However, existing studies on AI, SEO, and digital marketing remain fragmented, limiting a comprehensive understanding of how AI-assisted SEO contributes to organizational marketing performance. This study aims to systematically synthesize the existing literature on the strategic role of AI-assisted SEO content in enhancing digital marketing performance. A Systematic Literature Review (SLR) was conducted following the PRISMA 2020 guidelines by identifying, screening, and synthesizing 22 peer-reviewed journal articles published between 2020 and 2025. The review identified seven major themes demonstrating that AI-assisted SEO has evolved from a conventional keyword-based optimization technique into a strategic organizational capability. The findings indicate that AI-assisted SEO enhances content generation, semantic optimization, search visibility, customer engagement, lead generation, conversion, and overall digital marketing performance while also raising challenges related to AI ethics, transparency, algorithm dependency, and content reliability. This review integrates fragmented research into a comprehensive conceptual framework grounded in the Resource-Based View (RBV) and Dynamic Capability Theory, positioning AI-assisted SEO content as a strategic capability that supports sustainable competitive advantage. The study contributes to the growing literature on AI-driven digital marketing and provides practical insights for organizations seeking to implement intelligent SEO strategies in increasingly AI-mediated marketing ecosystems.
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