How Angi Uses AI to Power Better Content w/ Caroline Gilbert

Content and Conversation: Organic Growth Insights from Siege Media

Caroline Gilbert — Director of Content & Editorial at Angi — joins Ross Hudgens to explore how one of the largest home-services brands is using AI to scale, transform, and optimize content operations. They discuss how Caroline’s team doubled Angi’s content library to 12,000+ articles, how AI helps maintain top-funnel visibility amid shifting search behaviors, and the nuanced balance between human expertise and generative automation. Caroline breaks down the three pillars of Angi’s AI framework — generation, transformation, and operations — and how they’ve automated everything from brief creation to CMS ingestion while keeping a strong editorial voice. Plus: lessons learned from early AI missteps, real examples of disclosure testing, and how AI is reshaping both content creation and search behavior itself. Show Notes 0:08 – From cost guides to “everything home”: expanding Angi’s library 1:00 – Moving up-funnel: education, troubleshooting, light DIY, and when to hire 2:14 – Top-funnel ROI drops as AI overviews change search behavior 2:56 – Why Angi adopts gen-AI: maintain helpful content without heavy human lift 3:27 – Staying visible where intent is early but brand value matters 4:45 – Content becomes commodity: deciding where humans add unique value 5:55 – Evergreen “how-to” steps vs. human nuance (risks, gotchas, pro POV) 7:18 – How AI is used: full refreshes, component injections, data-driven sizing 9:01 – The real trade-off: human time vs. technology time 9:26 – Scale context: 5k → 12k pages (growth mostly human-led) 9:41 – Three pillars: generation, transformation, operations 10:38 – Ops wins: briefs, automated edits/QA, CMS ingestion, minutes → hours 12:21 – Designers focus on UX polish when ingestion is 98% done 12:58 – Where AI struggled: risky DIY (HVAC/roofing), brand POV, nuance 15:02 – Licensing content is messy (state/county rules): tighter human review 17:19 – Design: generate/transform/streamline + “vibe coding” prototypes 20:18 – Pilot first: small cohorts, guardrails, measure engagement/conversions 21:22 – Disclosure tests: placement/tone matter; users split ~50/50 on trust 25:53 – “Tools, time, or talent”: when to push pro hire messaging 27:39 – Differentiators: pro interviews + Angi’s original homeowner cost data 28:07 – AI helps editors analyze like analysts; humans shape the story 29:19 – Looking ahead: AI shifting search from answers to utilities/experiences Show Links Caroline Gilbert on LinkedIn: https://www.linkedin.com/in/caroline-gilbert-41463518/ Angi: https://www.angi.com/ Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: [email protected] #seo | #contentmarketing