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AI-Driven SEO: Innovation, Ethics, and the Dilemma of Pausing Progress – The Case of Thatware LLP.
Shweta Kaur and A. Nagaraj Subbarao
Dayananda Sagar University, India
Volume 20: 2025, pp. 709-716; ABSTRACT
This case study explores the pioneering role of Dr. Tuhin Banik and his company, Thatware LLP, in revolutionizing the Search Engine Optimization (SEO) industry by integrating Artificial Intelligence (AI) technologies. It highlights Dr. Banik’s journey from a passionate technology enthusiast to a global leader in an AI-driven SEO industry, showcasing his vision of leveraging AI to enhance SEO strategies, predict trends, and automate complex tasks. The company's journey includes overcoming challenges in AI tool customization, refining algorithms, and maintaining ethical standards. Thatware LLP continues to lead innovation in the ever-evolving digital marketing landscape through Agile Digital Transformation. Further, the case study explores the “need to pause” advancements, which Dr. Banik thinks is important due to potential long-term societal problems caused by AI. He feels that pausing AI development may better ensure that the technology is more beneficial and responsible, while balancing innovation with caution.
Keywords: search engine optimization, digital marketing, user experience, internet marketing, agile digital transformation.
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