Think multimodally – with Irina Papuc

When you are creating content, you need to be thinking multimodally, advises Irina Papuc.

Irina says: “Think multimodally.

A consistent trend that we've seen growing over time is the inclusion of different types of media in search results. AI can already parse images and videos really well, and it can also explain what's depicted in detail.

By thinking multimodally, you will increasingly capitalise on this, as AI chunks related concepts across formats into a tailored presentation for the user.”

Does multimodal just include video, audio, images, and text?

“It also includes things like infographics and diagrams, and it’s about the way you think through what kinds of content and visuals to use, like avoiding stock images and filler, and no longer publishing walls of text.

In general, provided that you do things according to best practice and ethics (which includes citing your source), you can definitely use AI-generated content. Google has explicitly said in its best practices that AI-generated content, whether it's visual or written, is okay to use on your site or elsewhere.

That's not an issue, but you need to be properly citing whatever you put out there so that you don't accidentally deceive your audience.”