Series 2 Episode 7: Not your parents’ investor relations
Is IR on a journey from fusty uncle to bright young thing?
As retail investors and analysts get younger, and AI continues to shake up how things are done, some companies’ IR communicators have started to loosen up and explore fresher, more casual ways of engaging with these audiences. Unpack how IR is changing and how communications teams can navigate the opportunities and risks of a more modern style of IR communications with podcast regulars Jonathan Holt, Scott Payton, Georgia Barrett and Caterina Sorenti from Bowen Craggs.
Key themes from the conversation
-
Break down organisational silos
Consistency is vital for AI search optimisation; if a company's "About" section contradicts its IR landing page, AI tools will decrease the trust they place in that material -
Maximise the impact of core IR content
To ensure AI search tools provide accurate information, companies are encouraged to increase the "surface area" of IR material and make the most of reporting and releases by providing clear, detailed content.- Prioritise HTML over PDF: Narrative performance data is more highly rated by AI bots when presented in HTML.
- Make the most of core content (or content maxxing): Breaking down single events, like earnings calls, into transcripts, summaries, social posts and video highlights to increase discoverability.
- Use plain English: Using clear language is now a competitive advantage in helping AI and humans understand a company's strategy.
-
Be human
Ironically, the best way to succeed with AI search is to be distinctly human. AI algorithms and younger investors both value authenticity, honesty, and unscripted formats. Examples include Netflix's unscripted YouTube Q&As, executive videos filmed while jogging, or "Ask Me Anything" sessions on Reddit.
References and resources
- More about our events, including our collaboration with IDX
- World Economic Forum: New research finds retail investing shift towards younger investors, reshaping market trends
- Bosch 2025 Annual Report, including the "Milestones" timeline review of the year
- Reckitt HTML Annual Report
- BASF At a glance page
- HSBC Investment case
- Netflix results on YouTube
- Blackstone CEO Jon Gray on LinkedIn, including his famed jogging videos
- Coinbase CEO Brian Armstrong's "Ask me anything" on Reddit
Further reading
- Article - Are you losing the investor relations content battle?
- Article - Six ways to meet the transforming demands of retail investors online
- Article - The best FAQs on the corporate web – and what to learn from them
- Article - Rich editorial is back!
- Article - Lessons from the Web Performance Summit 2026
- Article - Adapting corporate digital for AI: lessons from Shell and HSBC
- Article - Five ways to win at AI search (and not become obsolete)
- Podcast - A brave new world for corporate digital comms
- Article - Cutting through on corporate social media
- Research - Next Generation Report: Our research into what Gen Z and younger Millennials expect from corporate digital channels as the next generation of investors, jobseekers, analysts and more.