A CMO was horrified by how ChatGPT described her company. Here’s how she’s fixing it. (www.businessinsider.com)

When Leila Dillon, CMO of Ameresco, queried AI systems like ChatGPT to describe her company, she was alarmed to find outdated and misrepresentative responses. Ameresco, primarily an energy infrastructure provider, was inaccurately pigeonholed as merely a cleantech or renewable energy firm, prompting Dillon to overhaul the company's branding and marketing strategy. The initiative focused on improving how Ameresco presents itself online, culminating in an AI audit revealing 47 areas for improvement and a refreshed corporate identity that highlights its two main business pillars: power and public infrastructure. The significance of Dillon's efforts extends beyond her company; it underscores a growing trend in the marketing community as companies adapt to the increasing reliance on AI-generated content for research. A recent survey indicated that 73% of brand and agency buyers plan to allocate more resources to optimizing for AI outputs in the coming years. Ameresco's proactive measures, which included updating marketing materials and implementing quarterly visibility audits, have already begun to show positive results, such as a 50% increase in organic website traffic. Dillon's ongoing adjustments reflect the fast-paced nature of AI, making it clear that maintaining accurate brand representation in AI-generated responses requires continuous effort and adaptation.