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Generative AI: It’s the hottest topic in search marketing – a new frontier in a decades-old industry that presents just as many challenges as it does opportunities. Most search marketers are wondering how the critical rise of generative AI is going to impact their career trajectory in the big picture. But the more immediate – and effective – question to ask is: “How can I use generative AI right now to make my job easier… and what are the tools that can help me on my way?”