Content in the AI Era: Strategies for Maximising Visibility and Relevance 

AI is rapidly transforming how content is created, discovered and consumed. This means it’s essential for communication professionals to be intentional about what they create and accountable for what they share. To ensure content remains relevant in the age of AI, messaging must be authentic, strategically structured for AI optimisation, and guided by ethical standards.  In this article, we will explore practical strategies to AI-proof content and highlight the importance of responsible AI practices. 

 

Optimising your brand content in an AI search environment 

 

AI crawlers are reshaping brand storytelling, tirelessly scanning, indexing and interpreting content for tools like ChatGPT, Gemini and DeepSeek. While they enhance personalisation, they also bring risks—misinformation, biases and a loss of control over how brands are represented.  

 

In a world where algorithms determine visibility, here are some key strategies to ensure your brand’s message remains clear and authentic: 

 

• Owning your brand’s narrative – AI doesn’t always source information from the most reliable channels, it relies on what’s publicly available. If your website isn’t consistently updated with fresh, high-quality content, AI may default to third-party sources, which can diminish your control over how your brand is perceived. This is where Generative Engine Optimisation (GEO) comes into play, a powerful new approach to ensure your content ranks higher in AI-driven responses. GEO helps ensure that AI recognises and prioritises your content over external sources, allowing you to reclaim control of your brand’s narrative.
  

 

• Frequent and AI-optimised content for visibility – Rather than relying only on exact keywords, AI-powered search engines now grasp context and elements from natural conversation. Therefore, it’s essential to create fresh, well-structured content that feels authentic. This means moving away from stiff, corporate language and embracing a more conversational tone that mirrors natural dialogue and feels approachable. This improves your content’s ranking and keeps your audience engaged. By making your messaging more relatable, you create a stronger connection between your content and its readers, fostering trust and long-term engagement.

 

• Diversify content for AI optimisation – Keeping AI-generated brand narratives accurate isn’t just about regular updates—it’s also about delivering content in different formats. AI search engines customise results based on how people consume information, whether they prefer reading articles, watching videos, or listening to audio. If your content is limited to just one format, AI might pull from other sources, diluting your message.
  

 

Offering a mix of text, visuals, and audio increases the chances that AI picks up and presents your content correctly. Whether someone is on a desktop watching a video or using voice search on the go, a diverse content strategy ensures your brand stays visible and relevant. 

 

AI-generated content: an ethical responsibility, not just a strategy 

 

If communication professionals fail to adopt responsible AI strategies, misinformation, biases, and manipulative AI-generated content could undermine brand integrity—leading to public distrust, reputational crises, and the spread of misleading narratives. As observed in healthcare, AI-generated fake news and deepfake videos can mislead audiences, sway opinions, and erode public trust. Brands are not immune to this risk—an AI-generated misinterpretation of a CEO’s statement or a fabricated brand endorsement could spiral into a reputational disaster. Below are three simple steps communication professionals can take to mitigate the risks:   

 

• Be transparent in AI-generated content—audiences deserve to know when and how AI is used. Transparency builds trust and ensures AI doesn’t unintentionally distort a brand’s voice. Companies should also establish internal guidelines for responsible AI use, making ethics a core part of their communication strategy.

 

• Verify, refine and monitor AI-generated content—fact-checking AI outputs, cross-referencing with trusted sources, and involving human oversight are essential to prevent misinformation. For lengthy content, consider having a team in place to help refine messaging, remove inaccuracies, and ensure AI-generated narratives align with the brand’s goals. Additionally, brands should actively monitor AI-driven search platforms to track how AI presents their content, correcting misinterpretations before they escalate into reputational risks.

 

• Build AI literacy and stay ahead of regulations—As AI technology evolves, regulations also evolve. Staying informed about AI policies and regulations such as the EU AI Act,   UNESCO Recommendation on the Ethics of Artificial Intelligence helps brands remain compliant and responsible. More importantly, communication teams should invest in AI literacy—training professionals to understand AI’s capabilities, limitations, and ethical considerations. 

 

AI is not just transforming content—it’s unlocking new possibilities for storytelling, connection, and impact. By embracing AI with purpose and integrity, we can drive brands’ mission, ensuring their messages remain authentic, trusted and meaningful. 

 

This is our moment to lead, innovate, and create a future where technology and human creativity work together to inspire and engage.