Summary This session discusses on how to integrate AI into content strategy without sacrificing authority, focusing on the importance of human involvement in the process and the challenges of using AI-generated content. Jeff and Nicole dive into the world of AI, its impact on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), and content strategy. In light of the rapid rise of large language models, they reflect on the changing role of humans in the content creation process and the challenges and risks of using AI-generated content. Lastly, they speculate on future developments in AI and how that will affect content strategy. The balance between expertise, experience, and the ability to write quality content is vital for creating authoritative content.