July 19, 2024
In May, the top search engine companies started to introduce a new search experience – zero-click search – that creates an AI-generated summary at the top of the results page. These AI-powered search tools aim to improve the user experience by generating answers based on various sources rather than just returning links to web pages. Users quickly reported errors in the summaries, including bizarre and incorrect information. More concerning are the more subtle, harmful inaccuracies, particularly related to health and medical advice. So, what can marketers do to mitigate this risk and safeguard their brands for the future? Kristin Ryan, Head of U.S. Digital and Innovation at GCI Health, spoke with MM+M and outlined what brands can do now to combat medical misinformation and ensure that fact-based scientific information is easily accessible to their stakeholders. You can read the MM+M article here.