AI is changing more than how businesses work. It’s increasingly changing how businesses are found, understood and recommended.
That’s the issue Peter McKenna, Founder and CEO of WSI Digital Advisors, explores in his latest article for Boardroom Insight, The hidden risk of letting AI define your business.
Why Boardroom Insight?
Founded in 2022, Boardroom Insight is a business publication focused on the consulting industry, enterprise technology and the issues shaping senior leadership decisions. Its interviews and commentary have featured leaders from organisations including IBM, Intel, PwC, AWS, Google Cloud, KPMG, Deloitte and Accenture.
That made it a natural home for a conversation Peter believes needs to move beyond marketing and into the boardroom.
Why Peter wrote the article
Peter was inspired by a simple but increasingly important shift: when someone asks an AI platform to recommend a supplier, adviser or business partner, they may never visit Google, browse a list of companies or even reach your website.
Instead, AI creates the shortlist.
And that shortlist depends on what AI understands about your business from your entire digital footprint, including information you don’t directly control. If that picture is incomplete, inconsistent or outdated, a perfectly credible business could simply be overlooked.
Peter’s article explores why this is becoming a leadership issue, what he calls the “interpretation gap” between the business you actually run and the one AI can see, and the practical steps organisations can take to improve their visibility and credibility.
It’s a timely reminder of a very human principle: AI can help people discover and evaluate businesses, but business leaders still need to take responsibility for the story the digital world tells about them.
