We surveyed 105 professionals—link builders, SEOs, digital PRs, and marketing leaders—across 21 countries to understand how they’re using AI in link-building and outreach workflows in 2025. The data we gathered isn’t theoretical. It’s what’s happening right now.
Highlights
Let’s zoom out and highlight some of the juiciest findings first—the kind you’ll want to screenshot for your next team meeting.
Survey snapshot: Who we heard from
We polled 105 respondents across 21 countries to get a global view of how AI is shaping link building today.
Just over half (50.48%) came from Pakistan, a booming SEO market with fast AI adoption. India followed at 16.19%, and the US rounded out the top three at 5.71%—a smaller slice, but often one with a bigger budget.
SEO is no longer limited to San Francisco or London. It’s distributed worldwide and gaining momentum in places you might not expect.
Industries in the mix
AI in link building isn’t just a SaaS or SEO thing anymore. It’s crossing industry lines, showing up in sectors where, just five years ago, most teams were still building links manually (if at all).
- SaaS led the pack, accounting for 28% of participants. No surprise there since SaaS companies live and breathe organic growth, and link building is baked into their DNA.
- Marketing pros and people who manage various industries came in next, at 12% and 11% respectively —also not a shock since they’re typically juggling multiple clients and wearing ten hats.
- After that, it was a tight cluster: tech (9%), B2B (5%), and health, design, and IT, each around 3%. A diverse bunch, but all hungry for quality backlinks.
The long tail was full of surprises. We expected FinTech, AI, and cybersecurity to be using AI-assisted link building—but we also saw restoration, gambling, law, home services, food, and a dozen others we never would’ve predicted. And yet, here they are.
Roles everyone holds
Naturally, most people using AI in link building are the link builders themselves—65% of our respondents. These folks are elbow-deep in outreach lists and inbox tools every day.
- Another 24% are SEO specialists, likely toggling between Semrush and GPT prompts to tackle site audits and tweak title tags.
- Just 4% come from digital PR, which tracks, given how underutilized that channel still is in this space.
- The remaining 8% are a mixed bag of content marketers, marketing directors, and VP-level execs. Even if some of those people really shouldn’t be writing email copy, they’re definitely approving the budget for the tools that do.
Years in the game
Most people we heard from are still early in their careers—but not brand new.
- Over half (57%) have been in their field for 1 to 3 years, sharpening their skills as AI tools exploded onto the scene.
- Another 25% have 4 to 6 years under their belts. They remember the pre-AI days but now operate in this hybrid era.
- And 10% are seasoned veterans with 7+ years of experience, while 9% are just getting started.
What’s this tell us? Not a lot. Sometimes data is context-setting, not insight-generating. That’s what we’ve got here—basic demographics and nothing more.
Tool stacks shift across teams
AI is everywhere in link building and outreach, but not everyone’s using it the same way. Different strategies mean different priorities, different pain points, and different tool stacks.
Link builders embrace experimentation
Link builders don’t just dabble in AI—they mainline it. They’re tactical, volume-driven, and laser-focused. They rely on a grab bag of tools that prove AI’s the new link building intern.
- ChatGPT leads the charge, with 58.1% using it like a second brain.
- Ahrefs (33.33%) and Semrush (31.43%) aren’t far behind, pulling double duty as SEO sidekicks and outreach engines.
- Gemini’s carving out a respectable niche (19.05%), while Claude (6.67%) and Perplexity (3.81%) sit at the fringes—more indie AI than industry staple.
A small slice is poking around in Deepseek, Copilot, Grok, Monica.im, Moz, SmallSEOTool, and Copyleaks, all hovering under 1%.
SEOs favor a strategic approach
SEO specialists are using AI for insight instead of output. They’re cautious, analytical, and focused on precision over scale.
- ChatGPT tops the list at 84%, but for strategy more than speed.
- Semrush (68%) and Ahrefs (64%) are obvious go-to’s for day-to-day tasks, with Gemini and Claude for exploration and ideation.
- Perplexity (20%) and Deepseek (4%) are still mostly under the radar—good for quick research or experimentation but not yet essential.
Content marketers care about speed & scale
Content marketers use AI to crank out copy and personalize outreach—blending scale (like link builders) with strategic insight (like SEOs)—through a content-first lens.
- 100% use ChatGPT, but Ahrefs (66%) and Semrush (66%) are also in heavy rotation for keyword research and optimization.
- Claude (33%) and Perplexity (33%) help shape outlines, ideas, and messaging.
- Write-in comments pointed to Pitchbox and Jasper for quickly turning briefs into polished assets.
Digital PRs want pitches plus polish
Let’s be honest: a decent pitch gets you in the door. A polished, compelling, grammatically airtight pitch? That gets you published.
- Everyone’s using ChatGPT and Ahrefs—literally 100% of digital PR pros in our sample. So if you’re not, you’re behind. ChatGPT is the brainstorming engine, Ahrefs is the validation layer. No surprise there.
- Then we’ve got the second-tier crew—tools like Perplexity, Google Gemini, and Quillbot—each clocking in at 66.67%. These are the AI companions for fleshing out angles, refining copy, and paraphrasing with some flair. Basically, the polish before it hits the pitch.
- Trailing at 33.33% are Grammarly, SEMrush, and Copilot. These feel more like specialty players—Grammarly for nailing tone and grammar, SEMrush for deep SEO dives, and Copilot when you want AI baked into your workflow without bouncing between tools.
Marketing directors prioritize consistency & ROI
Marketing directors are here for AI, but only when it meets their standards for cost, quality, and accuracy. Anything that doesn’t boost ROI, improve team efficiency, and maintain brand voice is a non-starter.
- Their go-to stack reflects that mindset: every single one uses ChatGPT (100%).
- Adoption drops by half for Ahrefs (50%) and down to 25% for Semrush, Frase, and Grammarly—showing a clear preference for strategy, precision, and editorial consistency over volume-driven hacks.
Everyone’s using AI, but what they’re using it for tells the real story. Link builders chase speed, and SEOs look for accuracy. Content marketers focus on outputs at scale, whereas PR teams care about tone and credibility. And marketing leaders? They want performance, but not at the expense of brand integrity.
These role-based nuances are what turn AI from a generic tool into a strategic engine. It’s not just cutting out manual work, it’s shifting how teams actually get things done.
Daily habits vary by role
AI use isn’t evenly distributed across roles, but the gaps aren’t as wide as you might expect. For some, it’s become a daily essential. For others, it’s still more of a situational helper. Frequency reveals a lot about how deeply embedded it is in your workflows.
Digital PRs are still testing the waters, with the smallest share of daily use (25%) and the largest segments using it a few times a week (50%) or never (25%).
Marketing directors lead the pack in consistency, with 100% using AI every single day. For them, it’s not just a productivity tool; it’s part of the playbook.
SEO specialists are solidly in second at 72% daily use, leaning on it for behind-the-scenes tasks like audits, content planning, and SERP analysis.
Link builders are on their heels at 70.6% daily, which makes sense since they’re sometimes sending a dozen outreach emails in a single sitting.
Content marketers aren’t far behind, with 66.7% using it every day to scale personalization and speed content creation.
Experience influences adoption
Regardless of how long you’ve been at it, there’s at least a 60% chance you’re using AI every day. But here’s the twist: As experience grows, regular use drops. Is that a reflection of skill or skepticism? We’ll let you be the judge.
- The newest link builders are the most enthusiastic adopters—100% of those with less than a year of experience use AI at least a few times a week.
- The most seasoned pros (7+ years) are the most cautious, with 20% saying they never use it at all.
- The middle groups show the transition clearly: 76.7% of those with 1–3 years mirror the daily enthusiasm of newcomers, while those with 4–6 years have the second-highest rates of avoiding it altogether at 7.7% never.
The AI tool stack: What’s actually being used
Not all AI platforms are created equal, and a few are clearly running the show.
- ChatGPT is the undisputed champion at 88.6%. It’s a Swiss Army knife for drafting outreach emails, summarizing articles, and rewriting the same sentence five times until it finally sounds human.
- Ahrefs comes in strong at 57.1%—still the go-to for vetting a site, spying on competitors, and mapping backlink profiles.
- Semrush rounds out the top three at 51.4%. It’s especially beloved by SEO specialists who want deep analytics, comprehensive keyword strategies, and a shiny dashboard for reporting to the boss.
Other tools gaining traction:
- Gemini (27.6%), which is showing up more for folks playing with multi-modal workflows
- Claude and Perplexity (10.5% each), both still niche but appreciated for their more human tone and tighter summarization chops
- Deepseak, Copilot, and others serve as utility players, handling specialized tasks and filling gaps in workflows
How experience impacts tool choice
When it comes to experience, those with 1 to 6 years tend to use a broader range of tools in their daily workflows. They’re more likely to experiment, combine platforms, and stack solutions to move faster. Meanwhile, newcomers and seasoned pros usually stick with a smaller, more familiar set of tools.
Why are we using AI?
The reasons to use AI are pretty universal, whether you’re running cold outreach or managing a 50-domain backlink campaign. Even if it can’t carry you across the finish line, it’s still a strong partner for getting you off the blocks.
- 60.8% are using AI to save time, which shouldn’t come as a surprise. When you’re staring down a list of 200 prospects, shaving off a few minutes per email adds up fast.
- Nearly half (49.5%) are in it to scale personalization. The age-old tradeoff between quality and quantity is finally getting a helpful nudge from the machines.
- 43.3% use AI for data analysis—parsing metrics and performance signals faster than a team of interns ever could.
- For another 39.2%, the draw is campaign accuracy, making fewer mistakes and increasing relevancy to get better results.
- And 27.8% are using it to cut costs, because, let’s face it—tools are cheaper than people (until they aren’t).
How AI fits into the day-to-day grind
AI is now embedded in nearly every step of the outreach workflow—from prospecting and prioritizing to writing, tracking, and reporting. It’s not replacing the work; it’s changing how the work gets done.
Time, scale, and precision are the growth trifecta—and AI just happens to make all three a little more attainable:
- Personalized outreach emails are the top use case, with 44.8% of pros relying on AI to transform generic templates into customized pitches that (hopefully) don’t land in spam.
- Website and keyword analysis is right behind that at 42.9%, saving link builders endless hours spent combing through Ahrefs reports.
- Prospecting is another common use, with 36.2% asking AI to track down new opportunities and 34.3% turning to it to scrape or source contact info (which is sometimes accurate and sometimes a hot mess—you know how it goes).
- Site quality evaluation is on the list, too, with 33.3% using AI to score or vet backlink targets.
And the operational layer is getting AI help as well:
- 30.5% use it to track replies
- 26.7% to monitor link placements
- 20% to manage collaborations and partnerships
Tactics link builders actually use
Despite all the innovation in tools and AI, top tactics haven’t changed much. The hits still get the most airtime.
- Guest posting is king, with 81% of link builders saying it’s their go-to strategy. If you’ve ever written a 1,200-word article just to get a backlink in the author bio, you’re in good company.
- Link partnerships come next: the “I’ll scratch your backlink if you scratch mine” play. It usually involves more Slack DMs and spreadsheets than anyone wants to admit, but 67% of respondents still rely on it.
- Paid placements are holding strong, with 53% of pros saying they pay for links. Sometimes they’re labeled “sponsored content,” other times they’re styled to look like organic editorial—but either way, they’re a paid play that blurs the line between traditional PR and performance marketing. Most teams seem fine operating in that gray area.
- Digital PR is the glossy, high-potential tactic everyone loves to name drop, but only 15% of link builders actually use. Why? Because it’s a heavy lift. It takes creativity, research, media relationships, and a long runway to see results.
Unrealized opportunity: Digital PR’s growth potential
Link building might get center stage, but digital PR is quietly leveling up behind the scenes. The link builders leaning into digital PR aren’t just using AI to write press releases on autopilot—they’re applying it end-to-end throughout campaigns to increase efficiency and uncover fresher and more clickable story angles.
- 65.2% use AI to brainstorm campaign angles, turning half-baked themes into media-worthy narratives
- 56.5% lean on AI for personalized journalist outreach—which, if you’ve ever pitched a media list 50+ names deep, you know is no small feat
- 50% tap AI to draft press releases and pitches that strike the right tone and have SEO flair baked in
But AI isn’t just for content creation. It’s also being used for:
- Discovering relevant media outlets
- Monitoring brand mentions in the wild
- Tracking journalist engagement (opens, replies, ghosting stats—you name it)
- Running sentiment analysis to gauge how a message might land or already has
The digital PR tool stack
AI isn’t just helping PR pros write faster. It’s sharpening how they think, research, personalize, and pitch. Adoption might still be on the slow side—but for the pros using it, it’s becoming a part of how modern PR gets done.
What’s powering the AI-PR engine?
- ChatGPT remains the MVP with a commanding 93.5% adoption rate
- Grammarly (47.8%) and Quillbot (34.8%) help polish drafts into press-ready copy
- Gemini (30.4%) is carving out a space for creative ideation
- Canva (28.3%) brings visual storytelling into the mix
- Copilot (21.7%) rounds out the top contenders with automation and smart content insertions
Where AI in digital PR falls short
AI may be pulling its weight in terms of brainstorming and speed, but PR pros are clear on its weak spots.
- 56.52% say a lack of true personalization is the biggest issue. AI can write fast, but it often misses the tone, context, and human nuance that make a pitch land.
- 32.61% mention it provides generic, surface-level recommendations that sound more like filler than real strategy.
- 28.26% point to rising costs, especially as premium tools inch toward enterprise pricing tiers.
- 23.91% say they run into outdated or unreliable journalist info that can kill a pitch before it’s even opened.
- That same number cites trouble targeting niche industries, where nuance and insider language matter more than template-driven outreach.
Is AI actually moving the needle in outreach and link building?
So, does AI actually make a difference? Or is it just hype with a clever interface? According to the data, the answer is mostly yes—with a few caveats.
- 26% of respondents said AI tools are significantly more effective than doing things manually.
- Another 37% said AI is slightly better (not revolutionary, but definitely helpful).
- 18% felt there was not much difference at all.
- The remaining 12% said AI actually made things worse (to be fair, they probably tried to personalize an email and ended up with “Hi [First Name]” in the subject line).
When you look at things according to role:
- 74% of link builders—the ones on the outreach frontlines—say AI improves results
- Only 56% of SEO specialists agree
- Marketing directors don’t think it makes things worse, but only 50% say it’s better
- But when it comes to content marketers and digital PRs, 100% (read: Every. Single. One.) say AI makes their work better
AI tools with the biggest impact
Let’s revisit tools for a minute. These are the ones tagged as making link building and PR workflows more effective, not just faster.
- ChatGPT wears the crown for efficiency and personalization. From outreach emails to press pitches, it’s the go-to for quickly getting from zero to draft.
- Ahrefs and Semrush deliver the strategic firepower—keyword insights, backlink audits, and competitive gaps—that drive actual outcomes and not just vanity metrics.
Where AI still misses the mark
So, is AI a magic bullet? Nope. Does that mean it’s snake oil? Absolutely not.
AI is a tool, and its value depends on how you use it. Get it right, and it becomes a real force multiplier. That said, AI isn’t a flawless outreach machine. For all the time it saves, there may still be moments you want to chuck your laptop across the room.
Top complaints:
- Inaccurate or off-base outputs (39.05%) that make you double-check everything it writes
- Rising costs (36.19%) reflecting that the “free tool” phase is over, premium AI platforms aren’t cheap, and prices keep creeping higher
- Struggles in niche industries (35.24%) where context and jargon really matter
- Spam filters eating AI-generated emails alive (31.43%), especially when they lack natural flow or overuse “trigger” words
- Tone-deaf copy (23.81%) that misses nuance, sounds too robotic, or just seems off
Context a graph can’t capture
The pros who put AI to work every day have a lot to say about the ways it helps.
—“ChatGPT helps me tailor outreach based on a prospect’s tone or blog content.”
—“I repurpose successful templates into different voices using AI—makes personalization easier.”
—“Semrush + CRM = automated follow-ups. Huge time saver.”
—“AI summarizes articles, helping me extract linkable insights faster.”
—“Simulating rejections with AI helps me prep second-attempt responses.”
The final word: AI isn’t replacing you—it’s leveling you up
AI isn’t here to take your job—it’s here to supercharge how you do it. From prospecting and personalization to press pitches and follow-ups, AI is quickly becoming the backbone of modern outreach. Not a gimmick. Not a shortcut. Just a smarter way to get the work done.
The folks already putting AI to work aren’t just moving faster—they’re scaling smarter and landing in more inboxes with less effort. And the ones holding back? They face a clear choice: adapt or get outranked.
The tipping point is here. In 2025, if you’re building links, pitching media, or running SEO without AI in the mix, you’re not ahead of the curve—you’re behind it. AI is no longer a competitive advantage. It’s the baseline. What matters now is how well you use it.
Working on a story? Want the full dataset? Let’s team up. We’re happy to share insights, stats, or expert quotes for your next piece on AI, SEO, or link building.
Contact us when you’re ready—we’re here to help.
