AI Knows Your Company, But How Well Does it Know it?
Retail investors are increasingly using large language models (LLMs) like ChatGPT to research companies bypassing traditional web searches. That means if your disclosures aren't structured clearly, you risk being misunderstood or overlooked entirely. Here are three key tips to keep your IR program up to date:
Be Succinct: Avoid overly complex or technical language that LLMs may struggle to interpret accurately. Instead, use plain, direct language that clearly conveys key messages. Prioritize clarity over cleverness. Even better, break down important takeaways into bullet points or numbered lists. These are more likely to be accurately picked up and summarized by AI tools.
Monitor the Models: Actively test ChatGPT and other LLMs about your company. Ask investor relevant questions, like what your company does, who your leadership is, or what recent news you've released. If the responses are vague, outdated, or wrong, that’s a signal your disclosures may not be structured for visibility. Use this feedback to tighten how you present information.
Keep it Fresh: Your investor relations website should be a current, centralized single source of truth. AI platforms rely on publicly available web content to generate answers so if your site isn’t updated with recent filings, presentations, or news releases, neither are the AI tools. Stale content leads to stale perception.
