Is AI ruining your website?

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There’s a vampire of your website. Its name is Artificial Intelligence (AI).  

AI has changed the way we behave online, particularly the way we search for answers. Search engines such as Google and Bing have supplemented search results with AI summaries, which purport to bring answers together from multiple sources in a condensed, easy-to-read format (with mixed, sometimes inaccurate, results).  

However, these AI summaries are having an impact on how content is consumed, specifically how people are directed to it. Before charities could perfect their Search Engine Optimisation (SEO), using key words and other tactics to enhance their discoverability on search engines and appear higher in the results. With the introduction of AI summaries, fewer people are even getting to the search results – and there is a strong likelihood the summaries don’t mention your organisation at all.  

But SEO is extremely important for charities. Appearing at precisely the time they are searching online about something related to your cause increases the chance of engagement, of them consuming content and ultimately giving their support, whether it takes the form of a donation or simply sharing content further.  

So what can charities do to tackle this and improve their discoverability in the age of AI? Perhaps it’s time to go back to the drawing board. 

Digital consultancy Reason Digital is offering organisations a free AI audit, where they can find out their discoverability and subsequently take steps to improve it. 

With more than a third of UK adults using AI tools – one in ten doing so daily – it’s important that charities continue to try and meet them where they are. If they are looking for support, volunteer opportunities, places to donate, charities need to be sure they are providing the answers, and that means working out how to work with AI. AI should not be the one to control whether people find your cause – Reason Digital’s audit helps charities take back the reins.  

As Reason Digital points out, “AI systems are forming their understanding of every cause area right now, deciding which organisations are credible, which approaches work, whose stories matter. Every day you’re not part of that conversation, the gap widens.”  

“The people who need you most are finding someone else,” the consultancy adds. “They’re not getting the best support. They’re just getting the answers from the most AI optimised websites.” 

Get your AI visibility score 

 
 
Don’t just wait and see 

Not only are charities are feeling a direct impact to click through rates, website visits, and conversions. Worse still, there are times the information people find via Generative AI is incomplete, conflicting, or just plain wrong.   

 
By proactively reacting to the change in how people search, your expertise, your impact data, your stories become foundational to how AI understands your cause. When someone asks for help or wants to donate, AI points to you authoritatively.​ If you choose instead to wait and see, Reason Digital posits, you continue to do excellent work but become progressively invisible as AI declines to mention your cause when asked.  

The free AI audit not only gives charities a visibility score, looking at your presence across major AI search engines, it also identifies authority gaps, where your impact isn’t being recognised and why. The audit then provides charities with a clear action plan to boost AI visibility and trust. 

Charities will discover:  

• How AI describes them

• Who’s showing up instead

• Quick wins to reclaim visibility

• Long-term strategies to stay seen  

In short, Reason Digital will show you where you stand and what it means for your mission. 

To find out more about Reason Digital’s free AI audit, click the button below. 

Book a free AI audit