AI Apps, Reports & Workflows Every Marketer Should Steal | Glen Allsopp (Ahrefs, Detailed)

**Tim Soulo** (0:00)
Hello, ladies and gentlemen, and welcome to Ahrefs Podcast. Today, we're talking about AI in marketing, because this is the hottest topic out there.
If you look on LinkedIn, everyone is sending space rockets with Mars, to Mars with their cloud code. But how much of it is real, how much of it is hype? Today, my guest is Glen Allsopp, our own head of marketing strategy and research at Ahrefs. And I actually feel that we need to squeeze AI somewhere in Glen's title now, because his full-time job is actually playing with AI, doing all sorts of cool things, and then sharing them, those cool things with our audience. Glen, welcome to the podcast.

**Glen Allsopp** (0:40)
Tim, thank you for having me.

**Tim Soulo** (0:42)
Awesome. So first of all, I want to address the actual narrative that all the marketers should be using AI, otherwise they would be left behind.
What do you have to say about this?

**Glen Allsopp** (0:56)
Yeah, I think there's a lot of hype, right? Especially if you go on social media, people will be telling you, oh, I don't need an SEO agency anymore, cloud handles everything, my link building, my keyword research.
I think there's a lot of hype, but also there's a lot of real world use cases. So I know for me personally, there's a lot of tools I've built that I just, I would never have imagined building and having that have made my life easier. There's a lot of automations now that I have in my work, but there's definitely a split. There's still things that I like to do manually, and I still think you need to know what you're looking for in the first place. You need to know what is actually useful. You need to understand which responses are actually good and not good, that you're getting back from these kind of agents. But so I think it's overhyped mostly on social media, but there is absolutely no doubt that there are things I'm doing now that have just made my work so much easier.

**Tim Soulo** (1:51)
Well, I used to be a big sceptic of AI and its capabilities.
You've been around together with me on our internal company Slack, so you've seen it all. But in the past year, past six to eight month, everything has changed. I'm a huge advocate of AI, and last week we had Ahrefs evolve conference in Singapore, and I asked the audience how many of them have Vibe-coded something with AI, and only maybe 10% of people have raised their hands. So while on LinkedIn, everyone is over-hyping it, and it feels that you're so behind, actually, we are so much ahead. And yeah, a lot of people haven't tried anything at all, which is why I'm excited to talk to you about this today and show some real legit use cases, some of the tools and workflows that we're using actually at Ahrefs, because actually, I think everyone on our marketing team uses AI in one way or another, and building apps to simplify their workflows, and we're going to show some of these apps today. Okay, let's show some of the cool stuff, and then maybe we can also mention some other benefits of using Agent A or other systems.

**Glen Allsopp** (3:07)
All right, so let me open up an example here.
Okay, so inside Ahrefs, one of the things I love is that we have, you can create keyword lists. So here I am in my account, I have a keyword list around real estate, lots of different terms here, and I can do various things. I can add it to rank tracker and use different, you could use this for various things inside Ahrefs. What I really love, and this is a skill I created for anyone who uses this tool, is that I've asked for certain insights from this keyword list. So I want to know all of the forums, so let's just say these are really important to me in the world of real estate. I want to know what is actually ranking community-wise in Google for all of these terms. So we are not in the real estate industry personally, but just to get an idea of what is going on. So very quickly, I've asked a simple prompt, I haven't done anything else, I answered a few clarifying questions.

**Tim Soulo** (4:02)
Can you read the prompt? Can you read the prompt?

**Glen Allsopp** (4:04)
Yeah, it was just very simple. It was literally based on the skill, so I went to the skills, clicked on the skill, and it literally just started this. Find community themes and questions and forms for my keyword group. You can actually type this in without starting a skill, and it will go through the same process. So what is the keyword list that you care about? What do you want to get out of it? In my case, I want potential content ideas, and I want potential terms I can be tracking my AI visibility for.