How AI forms opinions about your brand

However, AI often perceives only fragments of a business, missing crucial internal expertise, customer insights, and operational knowledge. To address this, businesses must surface, organize, and transform this internal knowledge into machine-readable signals.

This process involves collecting and organizing information into a single source of truth and then distributing it across channels that AI uses for brand evaluation and recommendation. The information fed to AI influences three key factors: Understandability, Credibility, and Deliverability (UCD).

Understandability is determined by how well AI grasps a brand's identity, offerings, and target audience, derived from sources like 'about' pages, product descriptions, and structured data, as well as operational details. Credibility, an extension of Google's E-E-A-T framework, is assessed through Notability, Experience, Expertise, Authoritativeness, Trustworthiness, and Transparency (N-E-E-A-T-T).

While case studies, credentials, and testimonials contribute, much of this credibility is embedded in daily operations. Deliverability concerns whether AI can provide relevant content to the appropriate audience segments, drawing from topical content, marketing materials, and authoritative pieces, with much of this information often present in content generated internally.