Generative AI is rewriting your brand story - make sure it gets it right | MarTech

"Generative AI has disrupted both sides of that playbook. It's fragmenting the search landscape and the audience journey, becoming the primary interpreter of information through chatbots, voice assistants and new retrieval channels. The result? Many brands are back at square one in reaching key audiences. What matters now is ensuring your story is clear and consistent wherever it lives - so AI surfaces the version of your brand you want audiences to see."

"GenAI is built on large language models (LLMs), which can process and synthesize vast amounts of data. The resulting distilled summaries and even longer-form narratives are now the dominant driver of brand perception. But genAI can be an inadequate go-to source for your brand narrative. A Columbia Journalism Review study found that top genAI tools were incorrect more than 60% of the time. GenAI is only as good as the information it gets and unreliable sources abound on the web."

"Poor sources with outdated, incorrect or malicious content can result in misconceptions in the market and reputational damage for your brand. To counter this risk, make sure your brand narrative is consistent across all digital assets: The more consistent your brand's story is across your assets, the more genAI will value them and cite them as authoritative sources. This helps boost your brand perception against content that weakens it and allows AI to give consumers the right story."

Generative AI has disrupted traditional SEO and storytelling by fragmenting the search landscape and audience journey and by becoming the primary interpreter of information through chatbots, voice assistants, and new retrieval channels. Large language models synthesize vast amounts of data into distilled summaries and longer narratives that now drive brand perception. Many genAI tools produce incorrect information; a Columbia Journalism Review study found top tools were wrong more than 60% of the time. Unreliable or malicious sources can cause market misconceptions and reputational damage. Consistent brand narratives across digital assets increase the likelihood that genAI cites them as authoritative. A Terakeet client study found brands can influence AI-generated narratives.

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