Artificial intelligence (AI) and machine learning are expected to have a significant impact on SEO in 2023. Google's AI algorithm, RankBrain, plays a vital role in determining SERP rankings by analyzing user experience signals such as click-through rate, average time on site, page views, and dwell time. As AI and machine learning continue to evolve, SEO strategies will need to adapt to keep up with the changing algorithms and user behavior. It's essential for SEO professionals to stay updated with the latest AI and machine learning advancements to stay ahead of the competition.