We’re seeing a quiet shift in how companies search for solutions online and the biggest change? It’s not just humans doing the searching anymore.
In an era where AI is increasingly used to scan, retrieve and synthesise business information, the written word is more than content - it’s your visibility.
I stumbled across an article recently about how companies are starting to use automated tools and generative AI to search the web for ideas, vendors or even business solutions. That got me thinking: if machines are now the first point of contact, isn’t this the perfect time to create more written materials so you become more discoverable?
Turns out, this trend is already in motion.
McKinsey estimates that generative AI could automate up to 70% of business activities across sectors like marketing, customer operations and product development. Much of this automation depends on digesting, summarising or comparing written content online such as whitepapers, blog posts, FAQs, reports, case studies and strategic brand literature.
Google is evolving too. Their Search Generative Experience (SGE) now uses AI to pull answers from across sources, giving users a summary without needing to click through.
So what does this mean for businesses?
It means that content is no longer a nice-to-have. It’s your entry pass.
Not just for SEO. Not just for social credibility. But for AI discoverability. If your business can’t be easily summarised, contextualised or indexed by machines, you risk being invisible even if you’re doing great work.
But here's the catch: this isn’t just about producing more content. It’s about producing the right kind of content — the kind that communicates value, resonates with decision-makers and is strategically aligned with what your business stands for.
We help businesses make sense of this.
We work with B2B companies across sectors like property, HR, tech and professional services to:
But written content is just the front door.
Behind it, businesses need strategic clarity, message architecture and even creative direction; and that’s where we come in. Whether it’s mapping your brand narrative, leading idea-generation sessions or working alongside designers and marketers, we help you connect the dots between strategy and communication.
In this AI-shifting landscape, that connection is more important than ever.
Stay tuned for the next blog post in this 5-part series.