Why even the biggest brands have low AI readiness

Recent research indicates that even large brands struggle with AI readiness, particularly in ensuring their brand is accurately portrayed in responses from AI tools like ChatGPT, Gemini, and Claude. This "outside-in" view poses a significant challenge as AI tools base their responses on the content they find, potentially leading to misinformation or inaccurate brand representation.

Only about 3% of websites assessed by the research were deemed "leading" in AI readiness. The rapid shift in consumer search behavior, with 37% of US consumers now starting their searches using AI tools instead of traditional Google, underscores the importance of AI readiness. Digital marketing teams are investing in Generative Engine Optimization (GEO) and Answers Engine Optimization (AEO) to optimize their digital footprint for AI tools.

However, many brands have neglected basic governance and maintenance of their digital estate, which can result in outdated or inaccurate content being presented as facts by AI. This problem is exacerbated by the accumulation of a "hidden digital footprint" of unmanaged digital assets, including sub-brands, newsletters, product launches, and digital experiments.

This digital footprint often contains old and inaccurate information, outdated PDF documents, and duplicate content that can create inconsistent signals for AI. To mitigate these risks, businesses must own this issue at the executive level, use automated assessment tools to measure and monitor their digital footprint, and adopt a structured approach to document management across their digital estate.