Conference: Oct 5-6
Workshops: Oct 7
Who Will Read Your Press Release? AI!
Curtis Sparrer (Principal, Bospar)
Emily Roberts (Vice President, Bospar)
Location: Room 102
Date: Tuesday, October 6
Time: 2:00 pm - 2:30 pm
Pass Type:
All Access, Digital, CMWorld 2-Day, CMWorld 3-Day -
Get your pass now!
Session Type:
Session
Track:
Earned Media, PR, & Brand Visibility
Vault Recording: TBD
How AI is changing what content gets seen, trusted and acted on
The presentation will explore how generative AI is fundamentally changing the way content gets discovered, evaluated and acted upon. For decades, content marketers have optimized for human readers, search engines and measurable engagement. Now, AI systems increasingly stand between brands and the people making purchasing, investment, hiring and partnership decisions, interpreting content, determining what is credible and shaping the answers audiences receive.
Curtis & Emily will show why this shift requires a new approach to content strategy: one that builds credibility beyond individual pieces of content, actively manages what AI systems understand about a brand, recognizes that different AI platforms have different “audiences” and sourcing behaviors, and measures not only who consumes content but what AI says because of it.
Takeaway
- Your first reader may now be a machine, and it cares about credibility more than cleverness.
AI doesn't experience content the way a human does. It evaluates signals of authority, corroboration and trust before deciding what information to surface.- For CMOs: Stop optimizing content only for engagement. Start asking: Would an AI system consider this a credible source worth citing
- Your content doesn't win on its own. The reputation surrounding it gives it weight.
AI doesn't evaluate a single blog post, press release or landing page in isolation. It builds an understanding of a company from the broader information ecosystem surrounding it.
That makes earned media, third-party validation, authoritative websites, executive expertise and consistent owned content more important- For CMOs: Think beyond content production. Build a network of credible sources that continually validates your story.
- If you don't tell AI who you are, AI will decide for you.
RealSense discovered this the hard way. After its separation from Intel, AI systems were incorrectly telling people the company was defunct. The problem wasn't that RealSense lacked a website or published content. It was that contradictory information elsewhere had become part of the machine's understanding of the company.- For CMOs: Reputation management is no longer just about what humans believe about your company. You now have to manage what machines believe, and what they tell everyone else.
- There is no such thing as “AI visibility.” There are AI audiences.
ChatGPT, Gemini, Claude and other AI platforms don't necessarily draw on the same sources or behave the same way.
That means a content strategy built around a single concept of “AI optimization” is incomplete. The question is: Which AI systems influence our buyers, what sources do those systems trust, and are we present in those sources?- For CMOs: Build content and distribution strategies around the AI platforms that influence your customers, employees, investors and partners.
- What does AI say about your company when you're not in the room?
For decades, content marketers have measured impressions, clicks, engagement, downloads and conversions. Those metrics still matter. But there's now another question: When someone asks an AI system about our company, category or competitors, what does it say?- For CMOs: The ultimate question isn't just Did someone read our content? It's: Did our content change what someone, or something, believes about us?
- For CMOs: The ultimate question isn't just Did someone read our content? It's: Did our content change what someone, or something, believes about us?