How AI in Cybersecurity Is Transforming Marketing

It’s no secret that artificial intelligence (AI) technology is rapidly proliferating and disrupting every industry as we know it. Cybersecurity, especially, has seen its effects firsthand—cyberattacks have become even more sophisticated thanks to AI, and they can be launched faster and at a greater scale than ever. And because the technology is evolving so rapidly, it can be difficult to keep up with.

AI in cybersecurity marketing is no different. From new ways to create content to new ways to surface content to audiences, AI is changing the way digital marketing works. But our experts at Spot On are working tirelessly to stay on the forefront of AI in digital marketing, and we’re here today to share how we see AI in cybersecurity transforming marketing and how you can keep up with these changes.

What Is the Role of AI in Cybersecurity Marketing?

This is almost a trick question, because AI can take on many shapes and sizes in marketing. Still, there are a few key roles AI plays today that are especially relevant for cybersecurity brands.

1. AI is reshaping how marketers compete in search.

AI has been largely adopted by search engines to deliver more intelligent, context-aware results to user queries. A huge aspect of digital marketing has always been competing to appear at the top of search results to drive discoverability and strengthen brand presence. To a certain extent, marketers have been playing the “algorithm” game with SEO long before AI hit the scene in such a major way, but now, the tried-and-true SEO tactics that used to work aren’t as effective with how AI is transforming the medium. For example, ranking in the AI overview in Google SEO requires a different strategy from what you’d use to crack the top of a traditional search results page.

2. AI and LLMs are changing how people find information.

The way people search, learn, and consume information is changing. Millions of users use large language models (LLMs) like ChatGPT every day. Instead of sorting through pages of search results, they ask AI tools direct questions and receive quick, curated answers. This shift means marketers must consider how their brand can appear in these AI-driven answers and maintain visibility as LLM usage becomes mainstream.

3. AI is transforming content creation and marketing workflows.

AI is being used to augment marketing efforts, most often in content marketing. Content marketing, especially for large brands, requires producing a high volume of relevant, high-quality content to engage users and build awareness. If you’re wondering how to use AI in content marketing, the answer often lies in generative AI tools that can assist with ideation, structuring, and drafting. It’s one of the clearest examples of how AI helps in digital marketing, enabling marketers to scale production faster than ever before.

4. AI in digital marketing brings opportunity—and risk.

These innovations are changing how marketing is done across industries. But AI is still in its infancy, and in a highly regulated field like cybersecurity, where sensitive data is constantly managed, AI can introduce significant new risks. That's why it’s essential to understand the fundamentals of AI in digital marketing, how it’s being applied today, and how to adopt it responsibly before diving in.

The Alphabet Soup of AI Marketing Acronyms

Discoverability is the one of the biggest challenges for brands in any industry, but it can be especially challenging in niche markets, like cybersecurity SaaS, where oversaturation and a lack of clear differentiation make it difficult for products to stand out. But marketers have a variety of techniques in their toolkit to boost discoverability, including AI.

Here’s a look at some common acronyms you might see in cybersecurity marketing and how they’re affected by AI:

• SEO: Stands for Search Engine Optimization. SEO is what traditional digital marketers are likely most familiar with—it focuses on keywords, backlinks, mobile friendliness, and other tactics to help content rank higher in search engine results.
• AEO: Stands for Answer Engine Optimization. AEO involves structuring content to directly answer user questions in hopes of being featured in answer snippets or Google’s “People Also Ask” section. This approach is also important for optimizing content for the AI overview in SEO, where concise, authoritative answers are prioritized.
• GEO: Stands for Generative Engine Optimization. GEO is an umbrella strategy for ranking highly within search engines powered by AI algorithms. Because AI tools process massive data sets and synthesize information quickly, they tend to favor content that is clear, accurate, and contextually relevant. GEO focuses on designing content with these factors in mind.
• LLMO: Stands for Large Language Model Optimization. LLMO is the process of designing content so it can be surfaced by LLMs, such as ChatGPT, Bing Copilot, or Gemini. For example, when a user prompts ChatGPT with a question, it may locate answers based on factors different from traditional search algorithms. By creating content with LLMO in mind, you can broaden your reach and increase the likelihood of appearing in AI-generated responses.
• AIO: Stands for AI and Optimization. AIO refers to using AI to augment the content creation process. For instance, you may use generative AI in content marketing and SEO to draft articles or generate topic ideas, then refine those outputs with human oversight to ensure quality, tone, accuracy, and flow. It’s important to note that using AI without human editing often results in low-quality or error-prone content.

Knowing these AI marketing acronyms and techniques is necessary if you want to help your brand get discovered. Plus, this is a good place to start if you want to learn how to use AI in SEO and content marketing.

But it’s worth noting that all the acronyms above are part art and part science. There’s no single formula for success. Just as AI requires human guidance, marketing strategies benefit from experimentation and adaptability, especially as these techniques continue to evolve alongside AI technologies.

Concerns About AI in SEO and Content Marketing

AI tools have a lot of potential and are already changing the way SEO and marketing are done, but they come with their own set of caveats, as well. Here are some cons of AI in digital marketing:

• Inaccuracies: Many AI models, even the most advanced on the market, are not foolproof. Because they’re trained with data, their output is only as accurate and reliable as the information they learn from. Plus, part of “learning” is failing, and they can only improve when their actions are corrected, which means they will make mistakes—no ifs, ands, or buts about it. This is why some human oversight is needed to ensure accuracy and correct errors.
• Plagiarism: Generative AI, in particular, runs the risk of plagiarizing content that already exists on the internet. AI models can’t generate content out of thin air; that content is based on data it has collected and interpreted. Sometimes, generative AI models will lift existing content verbatim. Search engines will often recognize this duplicated content and flag it, but if it slips by, a reader may notice the plagiarized content, which can harm your reputation.
• Low-quality content: As AI tools improve, so does the quality of the content they can generate. However, the human spark of creativity can’t be discounted. Humans inherently know when content is engaging and thought-provoking, whereas AI models may end up defaulting to dry, to-the-point writing. For example, generative AI in cybersecurity marketing may follow technical SEO rules too rigidly or stuff keywords where they don’t feel natural. Without human oversight, this can result in low-quality, generic, and uninteresting content. Humans, by comparison, can help elevate storytelling and make content feel more organic while weaving in SEO-friendly language and structure.
• Ethics: In cybersecurity especially, trust is everything. Your prospects and clients don’t want to work with someone they don’t trust, especially when your products and services are handling their sensitive data. Just as cybersecurity companies must abide by stringent data privacy and security regulations, so should AI tools. If an AI product is not transparent about the data it’s trained on, then steer clear. You don’t want to run the risk of using a model that’s trained on private data or copying content that already exists online.

These factors need to be considered before using AI in cybersecurity marketing—or in any other area. As AI becomes woven into nearly every aspect of our world, we need to stay aware of its influence and how it can affect businesses and audiences on a larger scale.

That said, there are ways to responsibly use AI in marketing, including AI in SEO and AI in content marketing. Doing so requires thoughtful oversight, intentional decision-making, and a continued commitment to human creativity and expertise.

How to Use AI in Marketing Responsibly

While SEO is a more traditional digital marketing approach, the principles behind good SEO are still relevant in the age of AI—arguably more relevant than ever.

We’ve got another acronym for you: E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google’s automated systems use E-E-A-T to evaluate and rank high-quality content. Creating assets with these factors in mind helps you produce strong, thoughtful, and practical resources that readers find genuinely useful and informative. It also increases the likelihood that your work will rank better in search and be surfaced by LLMs and other AI-driven search systems.

E-E-A-T also represents the foundational principles of creating content responsibly—especially when AI is involved. If you’re wondering how to use AI in digital marketing, start by being a critical, informed AI user. Always double-check anything an AI model generates, verify sources, review citations, and watch for inaccuracies, biases, or text that feels copied or derivative.

It’s equally important to not lean on AI entirely. While there are many pros of AI in digital marketing, AI—like any other software—is a tool, not a replacement for human creativity or judgment. It can help spur ideas or structure a concept, but it shouldn’t be used to produce final content without human review. Use AI with caution and try to avoid AI models that don’t share the data sets they were trained on. That raises data privacy concerns, and as cybersecurity marketers, you know the importance of protecting data and abiding by privacy policies.

In short, remember E-E-A-T whenever using AI to help augment your SEO and marketing efforts: Lean on your own experience and instincts, leverage your human expertise, establish your authority by using credible sources and data, and strive for trust in everything you do.

How to Start Leveraging AI in Marketing

AI in cybersecurity marketing is still very much in its infancy. It’s like exploring a new frontier or blazing a trail in uncharted territory—no one knows where we’ll end up, but it’s exciting and filled with possibilities.

If you’re unsure of how to leverage AI in marketing but curious to start, consider working with an agency. Marketing agencies live and breathe marketing, and their expertise can help guide you on the path ahead.

Wondering how agencies use AI in digital marketing? It differs by agency, of course, but here at Spot On, we’re focused on leading with human expertise first. Ethics matter to us, and so does quality. That’s why we’ve developed a robust set of AI content generation guidelines and AI marketing best practices to steer us forward.

AI in cybersecurity is transforming marketing, and we’re on the forefront of that evolution. If you’d like to learn more about how Spot On is augmenting our marketing practices with AI, schedule a meeting with the Spot On team. Let’s discuss how we can help amplify your brand with our unique approach.

Frequently Asked Questions

Instead of sorting through pages of search results to find information, people today ask AI tools to receive quick, curated answers. This shift means marketers must consider how their brand can appear in these AI-driven answers and maintain visibility.

AEO, or Answer Engine Optimization, involves structuring content to directly answer user questions in hopes of being featured in answer snippets or Google’s “People Also Ask” section.

AIO, or AI and Optimization, refers to using AI to augment the content creation process. For example, using generative AI in content marketing and SEO to draft articles or generate topic ideas, then refining those outputs with human oversight.

AI in marketing is still very much in its infancy stage. As such, it is prone to risks like creating content that is inaccurate or plagiarized, developing low-quality content, and violating ethics standards, like data privacy rights.

Yes. Utilize Google’s E-E-A-T principles of creating content responsibly and always double-check anything an AI model generates—this includes verifying all sources, reviewing citations, and watching for inaccuracies, biases, or text that feels copied or derivative.

Consider working with an agency like Spot On that can help augment your approach to digital marketing in cybersecurity with AI—with an eye toward ethical deployment and decision-making that puts people first.