AI is no longer just a technology topic. It is becoming central to how organisations explain their strategy, demonstrate value and build trust with stakeholders.
A recent Global Investor Survey by PWC highlighted that:
Yet these same investors think only a third of companies are providing this information to a large extent. Our analysis through the Digital Index reinforces this as it shows that only a minority are embedding it across their corporate website – which is still viewed as the authoritative source of content by investors, and ironically is a vital source in feeding responses investors may make through AI search channels. This creates a clear gap, and as a result, investors and wider stakeholders are often left without a complete coherent view of a company’s AI position.
Job seekers are looking to understand the impact of AI on your organisation, the roles, career paths and simple information like the use of AI in the candidate process
Suppliers and partners will be looking at how the company is leveraging AI, the AI policies and governance structures.
So your website is where that story needs to come together.
Start with clarity on how AI supports your strategy and business model.
This means explaining where AI is being applied and what it is expected to improve, whether that is efficiency, customer experience, insight generation or new revenue opportunities.
The strongest examples connect AI directly to value creation.
Aviva is a good example of an organisation that clearly explain how AI fits into their broader strategy, making it easier to understand how AI supports transformation rather than sitting alongside it.
Clear, structured explanations also help AI tools interpret and represent your strategy accurately.
Innovation is an area where stakeholders want greater transparency, particularly in relation to how AI is driving change and creating value.
Your website should explain how AI is being used to transform your business and gain competitive advantage. This could include operational applications, product development, research, or new ways of working.
Intertek is a good example of an AI ‘hub’ that brings together the AI narrative, and Capita presents its AI solutions through its website.
Editorial content plays an important role in bringing AI to life and provides engaging content evidencing outcomes.
Articles, insights and case studies allow organisations to show how AI is being applied in real scenarios and how it strengthens competitive positioning.
This is increasingly important as investors consider a broader set of factors beyond financial performance, including innovation and market positioning.
HSBC and Haleon are examples of companies using content and stories to demonstrate how AI contributes to leadership and differentiation.
This type of content also supports AI visibility, providing clear and structured material that can be surfaced in AI generated responses.
As AI adoption increases, so does the need for oversight. Stakeholders want to understand how AI is managed, who is accountable and how risks are controlled.
Corporate websites should explain:
BT is an example of an organisation where AI ownership and governance are visible, helping reinforce accountability.
This type of content builds confidence that AI is being deployed in a controlled and considered way.
An AI policy provides a clear and accessible reference point for stakeholders.
It sets out how the organisation approaches AI, including principles, controls and expectations around use.
HSBC and BT are among the organisations that publish AI policies, helping provide greater transparency and consistency.
From a content perspective, this is also valuable because it creates a structured and explicit source that both stakeholders and AI tools can easily interpret.
AI content should present both opportunity and risk.
As organisations scale AI, they also need to explain the potential challenges, such as regulation, data privacy, intellectual property or model risk.
This is important because trust is not built on positive messaging alone. Stakeholders want to see that risks are understood and managed alongside innovation.
AI is increasingly a leadership issue.
Corporate websites should reflect this by showing relevant experience and oversight at board and executive level, where it exists.
This might include:
HSBC is one example where leadership and ownership of AI are visible.
This helps demonstrate that AI is being led strategically rather than sitting solely within technical teams.
AI content needs to appear in the places where stakeholders expect it.
One of the most important areas is recruitment. Candidates increasingly want to understand how AI is used in hiring and what safeguards are in place.
Vodafone provides a strong example of transparency in how AI is used in recruitment, embedding this information within the relevant part of the website.
This approach ensures the content is relevant and easy to find, rather than hidden within broader corporate disclosures.
To communicate AI effectively, corporate websites should:
The most effective approaches treat AI as part of the corporate story, not as a standalone topic.
AI is already shaping how organisations are understood and compared.
Your corporate website plays a critical role in ensuring that story is clear, consistent and credible.
Organisations that invest in structured, visible and connected AI content will be better positioned to build trust, support decision making and strengthen their competitive position.
Through our Digital Index research and AI Performance Analyser, we help organisations understand how effectively their websites communicate AI and where improvements can strengthen clarity, trust and visibility.
If you would like to explore how your website is performing, please contact:
Abbie Dixon, Relationship Marketing Executive
adixon@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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