AI is reading your employee searches differently — and you need to plan around that

AI-driven content searches might not send someone the full piece of content you put together, but may instead pull out one useful paragraph, summarize it quickly and move on. That makes the way communicators organize their content increasingly important, for both their external audiences and their employees.

During Ragan’s Communications Boot Camp Virtual Conference last year, Rob Peck, director of paid media and SEO at Mambo Media, explained how AI search tools are changing the path between a question and a company’s content. His talk centered on how communicators can help AI systems extract and cite useful information, and the lessons he imparted can apply to how internal communicators can use AI to strengthen employee FAQs and change explainers designed to answer employee questions quickly.

“Our old happy conversion path is not as common as it once was,” Peck said. “There was an impression, there was a click, it went to your website and there was a conversion. That’s not really the case anymore. Entire interesting conversations are happening within the garden of the AI itself.”