We need to start operating as if the ‘A’ in AI stood for “Accountable.”
This doesn’t mean pointing fingers at AI when something goes wrong.
It means that no matter what mistake AI may make, you can account for it.
You can show which data informed a particular decision.
You can reverse-engineer the steps that led to the wrong outcome.
Most importantly, you can show how you’ll improve the way AI works in the future.
The increasing reliance on AI within businesses means accountability can’t be treated as an afterthought.
Research from WordPress and Human Made shows 79% of people use AI every day. That means there are bound to be more hallucinations and errors that will have the C-suite demanding answers.
Prepare yourself by:
1. Learning the duality of AI explainability and auditability
You’ll hear explainability and auditability used a lot in AI circles, often interchangeably.
The truth is, they are related but distinct concepts, and everyone using AI should understand the differences and why they matter.
We’ve put together a cheat sheet that you can use to educate yourself as well as other stakeholders:
2. Getting ahead of AI governance and risk management
It’s one thing to ask ChatGPT for shopping advice. It’s another to deploy the technology internally as a business and scale it across the enterprise.
You have to consider potential legal liability arising from AI outputs.
If you work in a regulated industry, there are probably a variety of rules to follow.
Just maintaining brand standards can be a big lift as AI usage increases.
Our partner, Americaneagle, provided us with an inside look at how this is being handled on the front lines, along with advice for those just getting started with governance.
3. Staying on top of trends in AI visibility
Accountability ties back into the notion of using AI to build trust as a brand.
That manifests when your site is scraped and appears in one of Google’s AI Overviews, or as a source in answers generated by Claude, Perplexity, and ChatGPT.
This is one of the fastest-moving subject areas in enterprise content marketing. Here are the most recent findings:
We asked, you answered
In our first issue of The Brief, we wanted to assess the biggest impact of declines in organic traffic from zero-click AI search.
Though responses were limited, the survey yielded directional findings, with one clear pattern emerging: among those seeing a meaningful offset, improved conversion rates from alternative referral sources, especially LLM-driven traffic, are on the rise. This aligns with findings from multiple research studies suggesting there could be a silver lining in the AI search shift that’s underway.
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