Generative AI. I haven’t ventured into this territory before but there’s a first time for everything.
Have you ever looked at the AI generated search results and wondered, “is that true?”
If so, you’re not alone. Columbia Journalism Review reports that up to 60% of AI generated results contain inaccuracies.
And yet, people increasingly use Google AI search, ChatGPT, and other generative AI tools to obtain information they need. And that includes information on your company.
So how do you ensure the information they receive is as accurate as it can be?
Writing to members of the CIPR Crisis Communications Network, PR specialist Chris Lee reports that optimising corporate content for large language models (LLMs) is vital. And there are several ways to do it.
The article is based on a survey by from PR software firm, Muck Rack, which asked over 500,000 questions to analyse what AI is reading.
In a nutshell, it’s all about how companies generate coverage in earned and owned media. Which is reassuring in a way. Given the wild west nature of much online coverage, the LLMs which drive AI search results seem to put most of their own faith in information from mainstream media authorities and company websites.
Tips for better AI search
So here are my four top tips to help generative AI return the results you’d expect to see on your company and interests.
- Find out what it’s saying now
I prompted searches about 360 Integrated PR, sustainable PR in Hampshire and pre-loved fashion to test the waters. The results were pleasing. Make sure you know what Google, Claude, Chat GPT and the rest are saying about you.
- Generate coverage in mainstream, relevant media
Good old-fashioned media relations remain a key part of your armoury. The seem to favour respected national media, followed by trade media and relevant regional media.
Make sure you get the coverage you need in the media which are most relevant for your business and the interests of those searching for you.
- Get your own media in order
Post plenty of ‘how to’ articles, backgrounders, and explainers on your own website and social media. You might not get many views, but the LLMs read them and use what they find.
- Keep going
Recent coverage scores more highly than older stuff. That makes common sense; recent information is bound to be more relevant for someone searching today than historical comment (unless, of course, they are looking for historical information). Companies which keep stories and articles fresh generate better results from AI.
There’s a whole lot more to say, but for most SMEs, keeping this basic information up to date and relevant will give you a strong chance of minimising inaccurate AI search results.
Let me know how you get on!