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. 000-000; 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.
ORDER ARTICLE PERMISSIONS/REPRINTS/OFFPRINTS/TEACHING NOTE
To order permissions to include this article in textbooks, edited volumes, course booklets, online/digital course packs, etc., and/or to order multiple individual hard copies for classroom use, please use the appropriate form available on the Order Forms page or alternatively, contact the Publishing Editor pneilson@neilsonjournals.com directly.
