In the ever-evolving digital landscape, corporate websites must adapt quickly to remain relevant and effective. The rise of AI is reshaping how businesses engage with stakeholders online, offering groundbreaking opportunities for personalisation, content management, and user experience.
AI is significantly transforming corporate websites. With an overwhelming amount of content available online, crucially websites must showcase personalisation on their websites. According to Gartner, 74% of communicators now view personalisation as a key focus, a trend that reflects the growing demand for content that speaks directly to individual users.
AI’s potential is vast and varied, from personalising user experiences to optimising content distribution. The panellists, Richard Dixon (Chief Digital Officer), Rod Banner (AI Czar) and Mirko Savarese (Chief Technology Officer at The Positive Change Group), shared their expertise on how AI can enhance corporate websites and improve engagement with stakeholders.
AI is no longer just a buzzword; it is reshaping the digital world. The webinar outlined four primary ways AI is transforming corporate websites:
Gone are the days when driving traffic directly to your website was the primary goal. AI is shifting the focus from website traffic to content visibility and structure. AI tools are increasingly surfacing content across social media platforms, search engines, and email, reducing reliance on traditional web traffic.
60% of searches now happen without a click, thanks to AI-driven overviews on search engines like Google. This underscores the need for businesses to optimise their content for visibility, clarity, and easy accessibility, especially since content doesn’t have to live solely on the website anymore. Mobile optimisation is also critical, as more users access content on their phones than ever before.
For AI to effectively process and deliver content, it must be structured in a way that allows tools to understand and contextualise it, therefore semantic structure (ensuring content is categorised correctly) and contextual structure (tailoring content to different audience needs) are critical.
SEO still plays a crucial role in helping both AI and human users navigate websites. A few AI-friendly content tips include:
AI’s ability to deliver hyper-personalised experiences is one of its most exciting capabilities. By analysing user behaviour, AI can dynamically adjust content in real-time based on preferences and past interactions. The ability to tailor content so precisely helps businesses create more meaningful and engaging experiences for their visitors, ultimately building trust and loyalty.
AI is transforming content creation and management processes. In fact, 3 out of 4 marketers already use AI to generate content. This technology is allowing organisations to do more with less by automating tasks such as content generation, translation, and summarisation.
Some key ways AI is helping in content management include:
The webinar also explored how AI can help with multichannel content distribution. Whether it’s generating social media posts, video snippets, or podcasts from a single report, AI makes it easier for businesses to engage with audiences across a variety of platforms without increasing their workload.
While AI is undoubtedly powerful, its implementation is not without challenges. Ensuring that AI-generated content is accurate, relevant, and authentic is crucial, particularly when it is being repurposed for different formats and channels. As AI continues to evolve, so too must content strategies. Companies need to keep testing and optimising their content to ensure it remains effective in an AI-driven world.
AI is not just a tool for improving corporate websites; it is the future of how businesses engage with their audiences. From delivering personalised experiences to optimising content for visibility, AI is fundamentally changing the way companies interact with stakeholders. As businesses embrace these technologies, the need for hyper-personalised content, seamless integration across channels, and efficient content management will only grow.
The AI revolution is here, and businesses that adopt AI-powered strategies will be better positioned to thrive in an increasingly digital and competitive world. As Black Sun’s webinar demonstrated, AI’s potential to transform corporate websites is vast, and those who embrace it early will likely lead the charge in digital engagement.
To request access for the full webinar recording, please contact Bob Crosbie-Dawson at bcrosbie-dawson@blacksun-global.com.
About Black Sun
Black Sun Global is a stakeholder advisory and engagement agency that's been driving transformation and positive change for ambitious brands for more than 20 years. With deep expertise in disclosure and reporting, ESG, sustainability, and digital engagement, we reshape how organisations connect with customers, investors, employees, and the wider world.
We are trusted partners to some of the most influential global organisations, sparking innovation and sustainable performance through our strategic insights, partnerships, and proprietary technologies.
As founders of the Positive Change Group, we are on a mission to create a new kind of stakeholder relations partner. Our world-class specialists work closely with executive leadership teams to protect reputations, inspire trust, and promote responsible business practices - building resilience and long-term value in a rapidly changing world.
For more information, please visit: www.blacksun-global.com
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