AI requires more than just technology

What if the biggest AI challenge in various sectors is not technology, but language?

In sectors that rely on prescribed templates, standardised processes, compliance requirements and strict regulations, communication is often considered something that is already fixed. This assumption is risky because AI reads differently than humans and this can have consequences. Adjustments in how we communicate are required and there is always a margin of freedom to make information more accessible to AI and humans.

We recently provided a knowledge session for a regulatory affairs team of a global pharmaceutical company. We discussed how organisations can make content more understandable and interpretable for AI within existing regulations. On the one hand, there are many compliance restrictions, but on the other hand, there are opportunities for improvements in how we write.

This challenge is relevant to many industries such as pharma, healthcare, government, insurance, financial services, legal services, and other environments where accuracy, compliance, and standardisation are key. For these organisations, those who offer AI-findable information will be front-runners in the ‘citation economy’.

Is AI mainly seen as a technology issue within your company, or is the impact of AI on communication also being considered? Our team works at the intersection of leadership-communication-AI and is happy to engage with organisations that want to make their communication AI friendly.

𝗛𝗼𝗻𝗼𝗿𝗮𝗿𝘆 𝗠𝗲𝗺𝗯𝗲𝗿 𝗼𝗳 𝘁𝗵𝗲 𝗡𝗕𝗖𝗖

AI-Discoverability: The Next Leadership Capability in Project Management

In Janet’s keynote at the 25th Anniversary summit of PMI Netherlands Chapter in November 2026, she will make the case why projects need to be findable, not just deliverable. Understandable to people, systems and AI alike.

“AI-Discoverability: The Next Leadership Capability in Project Management”. This clarity-driven, forward-looking keynote explores what it takes to make projects understandable to people, systems and AI alike at every level (individual, project, and organisational), offering fresh perspectives and actionable insights to reduce risk and keep pace with increasingly complex, data-rich project environments. Janet shows how structuring project data and decisions so they can be understood and leveraged by intelligent systems doesn’t just speed up delivery; it strengthens knowledge management, sharpens decision-making transparency and helps organisations learn and adapt across projects over time. Positioned within the summit’s Future Ready track, the keynote challenges project professionals to rethink how they structure information and communicate with both stakeholders and AI systems. As project environments grow more complex, Janet argues the project manager’s role must evolve too, and she outlines the new leadership skills and positioning that AI-discoverable projects demand.

Learning goals summary:

• Understand that it’s not just about delivering projects; it’s about making them discoverable and understandable, to the people, systems and AI that depend on them.
• Empower project leaders to see AI’s growing role in project environments not as a threat to their relevance but as an opportunity to build clarity, reduce risk, and lead the way information gets structured and shared.
• Learn how structuring project data and decisions for AI-discoverability strengthens knowledge management and decision-making transparency.
• Discover how AI-discoverable projects help organisations learn and adapt across projects, not just within them.

AI Discoverability: A Challenge for Pharma and Healthcare

As AI assistants increasingly become the first point of information retrieval, organisations face a critical new question:

Can AI actually find, access and understand their trusted healthcare information?

This summer we had the opportunity to deliver a knowledge-sharing session on AI Discoverability to the regulatory affairs team of MSD (Merck Sharp & Dohme) in Haarlem. Their interest reflects their recognition that in an AI-driven world, visibility of their patient information requires more than simply publishing information online.

Many organisations in the life sciences and healthcare sectore assume that making patient information leaflets, ePILs, ePIs or SmPCs available on their website is sufficient. Unfortunately, that is often not the case.

Even advanced AI systems struggle when information:

• Is hidden behind portals or authentication layers
• Exists only in inaccessible or poorly structured PDFs
• Contains multiple concepts within a single sentence
• Relies on highly nuanced warning statements and regulatory language
• Lacks clear context and semantic structure

The result?
Valuable, approved healthcare information may not be surfaced when patients, healthcare professionals, researchers or AI systems are looking for answers.

Why this matters

AI Discoverability is rapidly becoming a strategic requirement for:

• Regulatory information accessibility
• Patient information delivery
• Global visibility and reach
• Trustworthy AI-generated responses

Every organisation needs information that can be understood by both people and AI. In highly regulated industries such as pharmaceuticals, this becomes more challenging because regulations often prescribe specific document formats, templates, and language that were designed for compliance rather than accessibility.

How JPC International helps

At JPC International, we help organisations identify barriers that prevent their trusted content from being found, interpreted and referenced. We explain which practical changes would vastly improve the visibility of their patient information.

Our expertise combines:

• Regulatory communication
• Digital content strategy
• Information architecture
• AI discoverability assessment

If AI cannot find and understand your information, it may never become part of the answer.

Ethical Learning: The Invisible Risk Organisations Can No longer Ignore

One of the biggest risks in organisations today is ethical uncertainty.

Ethics is one of the most mentioned, and least practiced, topics in organisational life. Many organisations assume that policies, codes of conduct and compliance training are sufficient. Yet when employees find themselves in ambiguous, high‑pressure situations where ethics matters most, those instruments rarely provide meaningful guidance.

This is where organisational vulnerability begins.

In my work in leadership and communications consultancy I have repeadedly seen where things can go horribly wrong. Companies could avoid many issues (some small, others more complex), by focusing on ethical learning, not only on skills development. 

When ethics is not actively explored and revisited, employees at all levels (from junior professionals to senior leaders) are left to navigate uncharted territory alone. In dicey situations, where unclear norms or silent expectations collide, the absence of shared ethical guidelines deepens uncertainty. Decisions become inconsistent. Stress increases. Small compromises quietly accumulate into organisational and reputational risk.

Ethical learning addresses this gap by strengthening judgement.

Rather than treating ethics as a one‑off initiative or compliance obligation, we position ethical learning as a continuous, organisation‑wide practice. It takes shape across different formats and moments throughout the year, creating ongoing opportunities for reflection, dialogue and sense‑making. This enables people to recognise ethical dimensions in everyday work, not only in extreme cases.

We use our Wheel of Ethical Learning as a tool to facilitate making this topic a cornerstone of courageous and proactive leadership.

At its core, ethical learning asks different questions:

• What guides our decisions when rules fall short?
• How do we recognise ethical tension before damage is done?
• What does responsibility look like when there is no clear right answer?

In the ethical learning framework we recommend employees are engaged in real scenarios and leadership reflection. This builds a shared language for navigating complexity. It supports moral courage, strengthens accountability and reduces the silent vulnerability that arises when people feel they must decide alone.

Organisations that take ethical learning seriously cultivate cultures where trust, judgement and integrity are actively practiced especially when it is uncomfortable to do so. They ultimately protect themselves and improve their strategic capability in times of increasing scrutiny.

𝗪𝗼𝗿𝗸𝘀𝗵𝗼𝗽 ‘𝗪𝗿𝗶𝘁𝗶𝗻𝗴 𝗳𝗼𝗿 𝗔𝗜 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝗮𝗯𝗶𝗹𝗶𝘁𝘆’

On February 11, Caroline Allertz and Janet Poot delivered a workshop on ‘Writing for AI discoverability’ for LOYENS & LOEFF, working with their marketing and communications professionals.

We enjoyed the interaction, excellent questions and reflections from the international participants.

Key elements of our workshop included how expertise is made explicit, how authority is strengthened and requirements are met to ensure insights are considered trustworthy and quotable by Gen AI. These aspects enable AI assistants to interpret, summarise and reference digital content correctly.

Zero click search is accelerating and Gen AI increasingly mediates access to knowledge. As B2Ai Communications Experts we help organisations write with both humans and AI in mind.

The Citation Economy is becoming a reality and being AI discoverable is a strategic advantage.

Janet Poot

#AiDiscoverability, 
#ContentStrategy
#DigitalMarketing
#ProfessionalWriting
#AICommunications
#JPCInternational

Leading Global Teams in egalitarian and hierarchical structures.

Working across cultures involves a variety of complexities that, if managed incorrectly, may disrupt the intended strategy. This can be costly, especially when speed and support are of the essence. Derailments are usually a result of management holding on to their assumptions of what kind of environment and guiding principles teams need in order to thrive.

In my work, I have noticed that managers who have their roots in more individualistic societies tend to overlook that the vast majority of the global workforce is used to hierarchical structures and collectivist values.

Leaders must be willing to evolve their style and approach, recognising that what works in one cultural setting may not resonate in another. This means moving beyond a one-size-fits-all leadership model and developing the ability to flex between different styles depending on the cultural norms and expectations of the team or region they’re engaging with. Reap the rewards of moving seamlessly between egalitarian and hierarchical structures.

Ultimately, the most successful leaders are those who view cultural diversity not as a challenge to overcome, but as a rich source of insight and a basis for smarter innovation. By embracing flexibility and continuously refining their approach, leaders position themselves and their organisations for sustainable progress in an interconnected world.

Do contact us if you’d like your company to benefit from an online session to boost international team performance.

Janet Poot

𝗪𝗛𝗬 𝗗𝗢𝗘𝗦 𝗔𝗜-𝗚𝗘𝗡𝗘𝗥𝗔𝗧𝗘𝗗 𝗖𝗢𝗡𝗧𝗘𝗡𝗧 𝗢𝗙𝗧𝗘𝗡 𝗨𝗡𝗗𝗘𝗥𝗣𝗘𝗥𝗙𝗢𝗥𝗠 𝗜𝗡 𝗦𝗘𝗔𝗥𝗖𝗛?

I am sure that you too are becoming better at identifying AI-generated content, but why does it often underperform in search?
Here are some key reasons why AI articles tend to rank lower than human articles:

• Lack of originality: AI tends to reproduce existing ideas instead of offering unique insights.
• 𝗘-𝗘-𝗔-𝗧 matters: Google prioritises content with real expertise, experience, authenticity and trustworthiness. AI falls short here.
• Thin or generic content: AI often produces surface-level text without depth or value to inspire readers.

Human content resonates better, driving clicks, shares and time-on-page.

Bottom Line: Search engines reward authenticity, expertise, and originality. These are the qualities humans still lead in. We need to use AI agents not as a tool but as a business partner to enhance our understanding, build new insights and then share these in a personalised manner. This will help boost GEO and AEO results. SEO, GEO and AEO

How are you integrating AI into your content strategy?
Contact us for practical prompt engineering advice and smart writing for AI discoverablity.