What recent advances in AI-powered search mean for trust, content and visibility

A white ampersand in a grey roundel. This team member has requested that we do not share their face online. Caterina Sorenti | 12 Feb 2026

From Chat GPT to on-site tools, AI-powered search is no longer something organisations are merely testing on the side.

Over the past year, many have moved from experimentation to real deployment, using AI to improve how people find and engage with information online. 

At a recent Bowen Craggs Club event, Bowen Craggs CEO Scott Payton spoke with Nick Bowles, Managing Director at EMEA, and Priscila Garcia, SVP of Global Account Management at Coveo, about what has changed in AI-driven search, where companies are seeing results, and what corporate communicators should be focusing on now.

Here are five key takeaways from the discussion. 

1. Trust and reputation are being defined by AI-powered search

“When every touchpoint returns the same voice and gives you clear provenance, then people start to feel a lot more confident in what they have found — and they keep coming back,” said Coveo’s Priscila Garcia. 

Trust in AI-driven search comes down to three things:

  • retrieving the right sources,
  • prioritising authoritative content, and
  • showing transparent citations.

Together, these protect brand voice and ensure outputs reflect verified, up-to-date information. As Scott noted, content that acts as a source of truth becomes “a strategic business asset”.

For corporate communicators, this is an opportunity to own the narrative. Publishing official, transparent and easily searchable content on policies, values and messaging helps ensure brands are represented accurately — wherever people are searching. 

2.     Invest in content infrastructure

“Structure your knowledge for interpretation by machines and ensure relevance is contextual and dynamic, not static,” said Nick Bowles. “The brands that win are those that can orchestrate the message with proof points based on context.”

Visibility today depends less on gaming algorithms and more on offering structured, credible and machine-readable content. AI models will surface what they trust, and they reward companies that make their information clear, consistent and easy to interpret.

Teams that treat content as infrastructure, not campaigns, are better positioned for accuracy, efficiency and long-term visibility in AI search environments.

Clear templates, shared editorial standards and unambiguous language reduce confusion

3. Modernise internal sites into integrated content systems

“Content lives everywhere,” Priscila said – and that’s part of the problem.

Fragmented content across intranets, portals and knowledge bases increases the risk of outdated information, dead ends and inconsistent answers. AI search can only work well if organisations take steps to unify, audit and standardise their internal content.

Nick warned that “one-off content creates noise and inconsistency”. Clear templates, shared editorial standards and unambiguous language reduce confusion. AI can then be used to surface gaps and highlight where content needs updating.

4. Guardrails are what make AI usable 

AI search only works when people trust it – and that means having guardrails.

Priscila stressed the importance of AI systems that do not guess. If the answer is unclear or unavailable, the system should say so. Showing where answers come from, and linking back to source content, gives users confidence and keeps risk in check.

For corporate digital communicators, this reinforces a familiar principle: transparency builds trust. The same standards that apply to corporate communications should apply to AI-generated answers.

Analytics reveal where users struggle, where content is missing, and what needs to change

5. Start small, prove value, then scale

Many successful AI search programmes begin with focused, low-risk use cases, such as improving on-site search, reducing internal friction, or helping users find answers faster. These early wins make it easier to build momentum and secure buy-in.

What matters most is treating AI search as a continuous improvement loop. Analytics reveal where users struggle, where content is missing, and what needs to change. Over time, this creates better experiences, and stronger confidence in AI across the organisation.

Bowen Craggs can audit the visibility of your corporate content. Please reach out to Tom Golden to find out more.

Find out more about the Bowen Craggs Club 

More on this topic

How Eni integrated AI search into its global website

Seven ways to optimise your corporate website for a new generation of AI browsers

Six ways to build smarter on-site AI search

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