This study explores the pedagogical and ethical challenges associated with integrating generative artificial intelligence (GAI) as an educational resource in Search Engine Optimization (SEO) training. Through a case study involving a simulation exercise in an e-learning platform, and a pilot study conducted with students, we examine how GAI can be leveraged for educational purposes while maintaining academic integrity and fostering critical digital literacy. In line with current discussions on AI integration in higher education, our approach identifies and analyzes five key challenges: (1) pedagogical alignment and the question of GAI as an educational resource, (2) academic integrity and the production of unique content, (3) the acquisition of digital skills as part of essential digital literacy, (4) the verification of AI-generated information quality, and (5) ethical concerns related to AI design and regulation. The pilot study provides initial insights into students’ perceptions and self-assessed competences regarding GAI, and highlights the need for more immersive, ethically-oriented, and scaffolded pedagogical approaches to ensure responsible AI adoption in SEO education.