Brands must now write for AI bots as well as people, communications leaders say
Communications teams are splitting their content strategy in two. One version targets human readers. The other targets artificial intelligence systems that scrape, grade and distribute information about their brands without company input.
The shift emerged as a central concern at an Axios AI+NY summit roundtable in June, where senior communications leaders from JPMorgan, IBM, HP and other major companies discussed how AI is reshaping their work.
Marijke Shugrue, senior director of communications at PSEG, said her team now produces separate "bot-oriented pieces" for distribution on PR Newswire alongside traditional content. Michael Marinello, JPMorgan's global head of communications, called this shift "the biggest" media disruption since the 24/7 news cycle began.
What's driving the change
A brand's reputation now depends partly on how AI systems represent it. These systems pull information from news articles, press releases and other sources, then repackage and distribute that information to users. Companies have no control over how their information gets altered or presented.
Marinello cited a Muck Rack study analyzing more than 25 million AI links. Axios topped the list as the most-cited news source across major AI platforms. His own tracking showed 11% of JPMorgan's media coverage now flows through AI-driven channels.
Five key takeaways from the roundtable
- Writing for two audiences is now standard practice. Companies must optimize content for both human readers and AI systems that will process and distribute it.
- AI discovery is replacing traditional media consumption. As bots outnumber clicks, companies like HP are reassessing which outlets matter most. HP's Edie Kissko said tech review sites like PC Mag have become more valuable for product coverage because AI systems scrape those pages heavily.
- Building AI capabilities internally creates friction. Sarah Meron, IBM's chief communications and brand officer, said making complex technical work accessible requires building entry points where employees already work. Lance Frank, Beehiiv's head of communications, framed the goal as helping "humans be more human, and creators be more creative."
- New platforms demand new formats. Short video clips on TikTok showing how to use AI tools are exploding in popularity, according to Maggie Sellers Reum, founder of Hot Smart Rich.
- Human relationships matter more, not less. Monica Del Vecchio, chief marketing officer at TrueLogic, said making direct connections and networking has become more critical as AI noise increases.
Trust becomes the differentiator
Jaime Tero, managing director at Allison Worldwide, which sponsored the roundtable, said trust is the only truly human currency in an AI-driven information ecosystem.
Companies that invest in human relationships and produce reliable, well-sourced content have an advantage. AI systems will continue to amplify information. The question for communicators is whether that information accurately represents their brand.
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