In 2023, SEO professionals are primarily focused on content creation and strategy, which is both the most challenging aspect and the most effective strategy based on the State Of SEO (SOS) report. Generative AI is causing disruption, with 81% acknowledging its impact on SEO strategies. AI is used in repurposing content, automated keyword research, content analysis, optimization, and personalization/segmentation. To leverage AI effectively, tools like ChatGPT and Wavve can repurpose content and create new formats. Tools like Surfer SEO and INK assist in automated keyword research, while Polymer creates data visualizations and dashboards for content analysis. Yoast SEO and Semrush's SEO Writing Assistant suggest optimizations, and tools like Copy.ai and Dynamic Yield aid in personalization and segmentation. To stand out from AI-generated content, focus on authenticity, expertise, and experimenting with content types.