AI and Misinformation: Who Gets Heard First – You or Your Detractors?

You do not control search algorithms, AI tools or what your critics say about you.

You can control your biggest digital owned channel – the corporate website

And the good news is that the foundation of a good search engine and AI strategy is still trustworthy, authoritative editorial on a well-constructed website.

Think about the difference between two pharmaceutical companies with different attitudes to corporate digital.

Company A invests in its corporate web presence, and Company B neglects it. When people ask Google about Company A and “animal testing”, the first result is editorial from Company A’s online magazine. When people ask the same question about Company B, the first result is a diatribe from their biggest critic. The same goes for search questions about greenwashing, microplastics and pollution. These may be uncomfortable topics, but by not talking about them, you are giving the visibility to your critics.

Which company do you want to be?

Investing resources in your biggest owned channel has always been essential in a fragmented digital landscape but if this was true five and 10 years ago, its importance is hyper-charged today. This is not only because of AI and search, but also because social media platforms are becoming increasingly unpredictable and hostile to reasoned debate.

To put it another way, who do you want to be in charge of your organisation’s editorial strategy – your loudest critics, Elon Musk… or your own corporate communications team?

How well does your corporate website perform?

Bowen Craggs have been evaluating corporate websites for more than 20 years. If you are looking to understand how yours is performing or want to ensure it is a reputational powerhouse, get in touch.