Key Takeaways

• Google’s Search Generative Experience (SGE) and similar AI-powered browsing tools introduce unique challenges for businesses beyond rankings
• Search results generated by artificial intelligence may not be accurate, creating the potential for numerous reputational crises
• Expert guidance is crucial for businesses who want to proactively mitigate risks and maximize the impact of their content

Google’s new Search Generative Experience (SGE) has marketing teams scrambling to make adjustments to their SEO strategy, with many worried about its impacts on paid advertising and the implications of less organic traffic.

However, screenshots of problematic AI-generated results demonstrate that those are not the only things businesses should be concerned about.

What is Google’s Search Generative Experience (SGE)?

As you may have noticed if you’ve Googled something recently, SGE changes how search results are displayed. Rather than being met immediately with links, users are shown an answer that was generated with AI. While the intent behind it is to provide comprehensive and contextually rich responses, users have reported receiving results that are out of context, factually incorrect and, in some cases, outright dangerous.

A recent blog from the company offered insights into why these “odd results” occurred and outlined what steps are being taken to address the issue. Even if Google perfects SGE, the problems associated with inaccurate or misleading results will persist as other companies continue to integrate their own AI-powered tools into our browsing experience. That said, the scenarios and risks we explore in this article are not necessarily specific to SGE, but rather AI-powered search in general.

Low Ranks Aren’t the Only Risk

If you’re only worried about search rankings, we have some bad news: AI-generated results have the potential to misinform users and cause significant reputational damage. Let’s take a look at some examples.

Spread of Misinformation

• Scenario: An AI-powered search engine generates a misleading summary suggesting that the CEO of a prominent company is under investigation for unethical practices. In reality, the investigation involves a different individual with a similar name.
• Outcome: The company’s stock and the CEO’s reputation is unfairly tarnished. Clients and partners begin to question their associations with the company, resulting in strained business relationships and potential loss of contracts.

Unverified Data

• Scenario: An employee is preparing a presentation for a major client meeting and searches for data on market trends. Unfortunately, this information included outdated data, presenting a skewed picture of the competitive landscape.
• Outcome: The erroneous data is presented to the client who questions the reliability of the information and the company’s expertise, potentially damaging the relationship beyond repair.

Inconsistent Information

• Scenario: Two search engines provide conflicting information about a company’s new sustainability initiative. One highlights its positive environmental impact, while another inaccurately reports that the efforts fail to meet regulatory standards.
• Outcome: The inconsistency undermines the credibility of the company’s communications, creating uncertainty about the company’s commitment to sustainability and its ability to meet its environmental goals. Investors may question the viability of the initiative and hesitate to provide funding, partners might reconsider their collaborations, and customers could doubt the company’s commitment to corporate responsibility.

Amplification of Negative Sentiments

• Scenario: After a significant crisis, a company takes swift and effective action to resolve the issue and implement corrective measures. Despite these efforts, AI-generated search results continue to emphasize the unfavorable aspects of the initial crisis rather than the company’s successful remediation efforts.
• Outcome: This persistent negativity in search results makes it harder for the company to manage its online reputation, further impacting its credibility and brand sentiment.

Missing Context

• Scenario: A search for information regarding a merger returns a brief AI-generated summary of a statement issued by one of the companies. The result oversimplifies the details and presents critical business information out of context, missing the nuanced explanations and strategic intent behind the deal.
• Outcome: Stakeholders receive a skewed understanding of the merger. This leads to confusion, misaligned expectations and negative reactions in the market. The company must respond quickly to clarify the information, which diverts resources from other initiatives.

How Our Agency Can Help You Minimize Risks and Showcase Your Brand

As we’ve discussed previously, a key component of risk reduction is effective internal communications and educational initiatives related to AI. You can learn more about that here. In addition to developing and implementing these programs, ARTÉMIA Communications offers a comprehensive suite of services designed to help you maximize the benefits of emerging technologies while minimizing potential negative impacts. For example:

Content Creation and Optimization

Our SEO services are customized to fit the unique needs of your business. Whether you need to optimize for local SEO, improve your website’s structure, or enhance your content strategy, we provide solutions that drive results.

We begin with an in-depth audit of your existing content to identify areas for improvement and optimization. The process ensures that your content library is current, accurate and optimized for AI-generated search results, reducing the risk of misinformation and enhancing your online presence.

Our team then develops a robust content strategy that aligns with the latest AI and SEO trends. Central to this approach is the E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) criteria, which is essential for content to be favored by AI algorithms and directly contributes to the accuracy of search results.

To further enable search engines to understand and accurately represent your brand, we can assist with implementing structured data and schema markup across your website.

Proactive Reputation Management

Among our specialties are risk mitigation and guiding companies through tumultuous situations through proactive crisis communications and reputation management.

Our experts can work with you to revise your current crisis communications plan, ensuring the challenges posed by generative AI are included. If your company doesn’t already have a plan in place, now is the time to remedy that and we will support you every step of the way.

Additionally, we leverage advanced monitoring tools to track mentions of your company, key personnel and services or products. This facilitates rapid identification of inaccuracies and negative sentiments, enabling us to act quickly to address issues, prevent the spread of misinformation and, ultimately, help you maintain your reputation.

Customized Solutions for Your Business

As a full-service communications and marketing agency, we can support your team in a myriad of ways. Contact us today to schedule a free consultation with our seasoned strategists!