Beyond data privacy, a key ethical responsibility for marketers using AI is ensuring content integrity. This means using platforms that provide a verifiable trail for every asset, check for originality, and offer AI-assisted verification for factual accuracy. This protects the brand, ensures content is original, and builds customer trust.

Generative AI tools are only as good as the content they're trained on. Lenovo intentionally delayed activating an AI search feature because they lacked confidence in their content governance. Without a system to ensure content is accurate and up-to-date, AI tools risk providing false information, which erodes seller trust.

If your brand isn't a cited, authoritative source for AI, you lose control of your narrative. AI models might generate incorrect information ('hallucinations') about your business, and a single error can be scaled across millions of queries, creating a massive reputational problem.

In a future where Google can synthetically create content, the ultimate differentiator is brand. As Google co-founder Larry Page noted, "brands are the signal in the cesspool." Businesses must focus on building brands that people know, love, and visit directly. This creates a defensible moat that can't be replicated by AI-generated content.

Optimizing for AI is not a task for a single team. It requires a holistic, coordinated effort across brand, content, lead gen, and ABM teams to ensure all content is consumable by LLMs in a consistent and desirable way, preventing misinterpretation of the brand's narrative.

Marketers must evolve from SEO to GEO, optimizing content for how brands appear in LLM results. This requires a new content strategy that treats the LLM as a distinct persona or channel, creating content specifically for it to crawl and ensuring accurate brand representation.

To make AI models like ChatGPT associate your company with solving a specific problem, you must achieve message discipline. Relentlessly repeat your core "soundbites" across all channels—websites, press releases, social media—to train the AI's understanding through sheer repetition.

The rise of AI and Large Language Models, which scrape vast amounts of data, creates a critical new role for PR. Companies must now proactively correct misinformation and ensure content accuracy, as this data will be used to train models and generate future content.

LLMs learn from existing internet content. Breeze's founder found that because his partner had a larger online footprint, GPT incorrectly named the partner as a co-founder. This demonstrates a new urgency for founders to publish content to control their brand's narrative in the age of AI.