The Bots are Reading This. That’s the Point.

Beth Kowitt's excellent Bloomberg Opinion column makes an important point: the explosion of executive communication –  the posts, the podcasts, the CEO blogs – doesn't replace corporate disclosure.

It also points to another shift,  one that should have every communications team paying attention: generative AI has changed the audience for owned content. As our CEO, Paul Cohen, told Bloomberg:

"No person really cares about corporate blogs. But the bots really care about corporate blogs."

AI systems now read what companies publish, from websites to newsrooms to blogs, to answer the questions customers, investors and reporters ask. The corporate blog didn't win its human readers back. It picked up a new, far more literal one.

That's why the distinction matters. Owned content is communication: the story a company chooses to tell about itself. Disclosure is something else. It's standardized, verified, and comparable.

Both matter.

As AI increasingly draws on everything companies publish, communication shapes the narrative; disclosure establishes the facts.

Every corporate blog, newsroom, and insights page now serves two audiences: the people who might read it today, and the AI systems that will shape what others learn tomorrow. This blog exists for both. No one is refreshing it for fun, but something is always reading it, and that changes what it's for.

Knowing the difference is quietly becoming one of the defining communications challenges of the AI era.

Read Beth Kowitt's full column in Bloomberg Opinion: https://www.bloomberg.com/opinion/articles/2026-08-05/ceo-social-media-posts-are-no-substitute-for-quarterly-disclosure