Your Business Is Being Explained for You
- Rachael King
- 15 hours ago
- 2 min read
Earlier this week, Google sent out an email announcing access to something it’s calling Personal Intelligence — an AI-powered version of Search that connects the dots across your Google apps to deliver results tailored specifically to you.
According to Google:
“Personal Intelligence in AI Mode connects the dots across your Google apps to deliver responses that are uniquely tailored to you.”— Google, Product Announcement on AI Mode in Search
That matters less for what it says about Google — and more for what it reveals about what’s already happening. Because here’s the uncomfortable truth:
Machines are already explaining your business for you. The only question is whether they’re doing it accurately — or guessing.
Search Is No Longer Just Retrieval.
It’s an interpretive process.
Search used to work like this:
You asked a question. Google returned a list of links. You did the thinking and choosing.
That era is ending. AI-powered search increasingly synthesizes information instead of simply retrieving it. It scans websites, profiles, reviews, and FAQs, then assembles an answer it believes best fits the intent.
Which means your website isn’t just trying to rank anymore. It’s acting as source material.
If Your Website Is Vague, the Machine Fills in the Gaps
Most business websites are written for humans who already understand the category.
They rely on:
Industry shorthand
Buzzwords
“You know what we mean” language
That works fine in a sales conversation. It fails when an AI system has to explain what you do without background context. When clarity is missing, the machine doesn’t pause. It infers based on what’s available.
That inference doesn’t just shape search results. It shapes perception.
Why “Good Copy” Isn’t Enough Anymore
A clear explanation isn’t a branding extra or a copywriting exercise. It’s infrastructure.
If it’s missing, everything downstream compensates: your team, your sales process, and now — AI-driven systems.
Clarity isn’t about sounding good. It’s about being understood. And in a system where AI is increasingly explaining your business for you, being understood is not optional.
The Real Job of Your Website Hasn’t Changed —
But the Stakes Have
A website's job is not to impress, entertain, or convince everyone.
It’s to:
Clearly define the problem you solve
Make the next step obvious
Get the right people in front of the expert
AI doesn’t change that. It raises the cost of being unclear.
Because now, misinterpretation doesn’t just confuse one visitor — it becomes the default explanation.
This shift is already being called out:
“As Google moves toward AI-generated, personalized answers, brands that lack clear positioning risk being misunderstood or misrepresented.”— DesignRush
What to Do About Your Business Being Explained for You. (No Overhauls Required)
You don’t need a full website rebuild. You do need to answer a few questions plainly — in writing — where both humans and machines can find them:
What problem does your business solve?
Who is it for — and who is it not for?
What happens next if someone is a good fit?
If those answers live only in your head or your sales conversations, AI will invent a version for you. And you may not like it.
Sources & Further Reading
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