AI is everywhere. Everyone is talking about how it will affect our work and daily lives. However, you’re missing a huge part of the conversation if you’re still using “AI” and “algorithms” interchangeably, and possibly making misinformed marketing decisions.
At GreaterThan, we get asked about AI all the time. One of the first things we do is clarify the difference between the tools you’re using (algorithms) and the tools that are changing the way you work (AI). They’re not the same and understanding how they interact is key to building smarter digital campaigns.
Let’s break it down.
1. Algorithms Run the Platforms. AI Fuels the Strategy.
An algorithm is a set of predefined instructions. Social media platforms, search engines, and ad networks use algorithms to decide what content to show users based on factors like engagement, interests, time spent, or past behavior. These are systems designed to sort, recommend, and rank based on patterns they were told to follow.
For example:
- Instagram’s algorithm might prioritize Reels you linger on.
- Google’s search algorithm might favor pages with strong backlinks and on-page SEO.
- Facebook’s ad algorithm might show your campaign to people who’ve clicked on similar ads.
AI is a system that doesn’t just follow rules, but learns from data. Artificial Intelligence is designed to analyze massive datasets, identify patterns, make predictions, and even generate new content. It’s not following a rigid script; it’s improving with every interaction.
2. AI Powers Your Message. Algorithms Deliver It.
Algorithms determine who sees your content and when. Even the most beautiful website or compelling campaign can go unnoticed if the platform does not prioritize it. We align every strategy with platform-specific algorithms, utilizing SEO and ad placement best practices to make sure your message reaches the right people at the right time.
AI takes that visibility and turns it into impact. It guides the creation of content that is strategic, relevant, and designed to capture attention once it appears in someone’s feed. When AI and algorithms work together, you don’t just show up, you stand out and connect.
3. SEO is Evolving: AI and Algorithms Are Both in Charge
Here’s where things get even more interesting.
Search engines are no longer just using algorithms. They’re using AI to decide what makes content helpful, authoritative, and trustworthy.
Google uses AI-powered features that interpret search intent and surface content that genuinely serves users, not just checks SEO boxes. Keyword stuffing and relying too heavily on AI-generated blog posts won’t get you far. In fact, it may backfire. (Google Search Central, 2024)
Bottom line: utilize AI to enhance SEO research, not replace the writing process.
4. It’s Not AI or Humans. It’s Both.
Teams that understand the difference between AI and algorithms make better decisions. They stop blindly chasing trends, create intentional content, and spend less on ads to get more out of them.
Our team uses AI as a strategic tool to enhance everything we do, but we pair that with deep experience, creative thinking, and real-time adaptation that no machine can replicate.
GreaterThan clients don’t just ride the algorithm. They rise above it with messaging, storytelling, and performance that connects in meaningful ways.
Want to stop guessing and start growing?
