At Cubix, Mark Chapman uses AI for research, not final judgment
Mark Chapman is a Software Engineer at Cubix, a digital product and software development company. In this conversation, Chapman discusses using AI for SEO research and content planning while keeping fact-checking, editorial decisions, and customer trust in human hands.
Use AI for practical support, such as research and repetitive tasks, but check its output and keep human judgment involved where accuracy, creativity, and trust matter. Helpful content and measured results are more useful goals than adopting AI for its own sake.
What’s the quick origin story of your business, and what makes what you do genuinely different from the other options your customers are looking at?
Our work focuses on helping businesses turn technology into practical solutions that address real challenges. What makes a technology partner valuable is not simply the ability to build software, but the ability to understand a business problem, choose the right approach, and deliver a solution that creates measurable value. We believe that technology should solve a clear problem rather than add complexity for the sake of innovation.
Where does most of your new business come from today, and where do you wish it came from?
Today, businesses can attract new customers through several channels, including search engines, referrals, professional networks, and direct outreach. From an SEO perspective, I see a strong opportunity in organic search and valuable content that helps potential customers find a business when they are actively looking for solutions. Going forward, I would like to see more qualified leads coming through organic search and AI-powered discovery, supported by helpful content that builds trust and demonstrates real expertise.
What’s one thing you’ve actually handed over to AI in the last year, and one thing you tried it on and went back to doing the human way?
Over the past year, I’ve found AI particularly useful for speeding up SEO research, organizing ideas, and identifying potential content gaps. It helps me work more efficiently and explore different angles before developing a final strategy. However, I wouldn’t rely on AI alone to create the final content or make editorial decisions. I prefer the human approach for adding genuine experience, checking facts, understanding the audience, and making sure the content feels natural and provides real value. For me, AI works best as an assistant that supports human expertise, not a replacement for it.
Have you noticed a change in how customers find you or what they already know before they reach out? Is anyone arriving through AI assistants like ChatGPT yet?
Yes, the way customers research businesses is evolving. Many people now explore their options, compare service providers, and look for answers online before making contact. From an SEO perspective, this means businesses need content that is clear, trustworthy, and genuinely helpful. AI assistants like ChatGPT are also creating new opportunities for people to discover information and explore potential providers. However, I believe it is important to track actual referral data before concluding how much traffic or business is coming from AI platforms. The focus should be on building a strong online presence wherever potential customers are searching for answers.
If you were advising someone in your industry on all of this for the next 12 months, what would you tell them to actually do, and what would you tell them to ignore?
Over the next 12 months, I would encourage businesses to focus on using AI to solve real problems rather than adopting it just because it is trending. Start with small, practical use cases, such as improving research, automating repetitive tasks, or making content workflows more efficient. Measure the results, check the quality of the output, and keep human judgment involved where accuracy, creativity, and customer trust matter. I would also invest in creating helpful, reliable content that answers real customer questions across search engines and AI-powered platforms. What I would ignore is the hype around every new AI tool and the idea that simply using more AI guarantees better results. The real goal should be measurable improvement, not adoption for its own sake.
Thank you to Mark Chapman and the team at Cubix. for sharing what actually worked with Leaders Perception readers.
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