How AI reads differently than humans
Humans skim, scan, and jump around. We understand context, sarcasm, and nuance. We fill in gaps.
AI processes text linearly, extracting entities and relationships. It struggles with ambiguity. When context is unclear, AI guesses - and those guesses become hallucinations.
Writing for AI retrieval means eliminating ambiguity while maintaining readability for humans.
The inverted pyramid for AI
Journalists use the inverted pyramid: most important information first. AI benefits from the same structure.
Start with your core claim - "Acme CRM helps 10,000 B2B sales teams close 23% more deals"
Then provide supporting facts - Feature details, customer types, pricing tiers
Finally add context - Company history, broader market position
If AI stops processing halfway through your content, it should still have accurate core information.
Entity clarity is everything
Every page should clearly establish:
What is this? (Product, company, service, feature)
Who is it for? (Target audience with specific attributes)
What does it do? (Concrete capabilities, not abstract benefits)
How does it compare? (Honest positioning against alternatives)
Vague: "We provide cutting-edge solutions for modern businesses"
Clear: "Acme provides inventory management software for e-commerce businesses selling on Shopify and WooCommerce"
Format patterns that AI processes well
FAQ format - Direct questions with direct answers. AI can extract these as standalone facts.
Definition lists - "Feature X: Does Y for Z users" format works excellently.
Comparison tables - AI can extract relationships from properly structured tables.
Numbered lists with explanations - "1. Feature Name - Description of what it does"
Avoid: Long paragraphs mixing multiple concepts. Pull quotes that interrupt flow. Metaphors and analogies without explicit clarification.
Naming and terminology
Consistent naming prevents entity confusion:
Pick one name and use it everywhere - "Acme CRM" not sometimes "Acme" and sometimes "the Acme platform"
Be explicit about relationships - "Acme CRM, a product of Acme Software Inc."
Define abbreviations once per page - "Customer Relationship Management (CRM)"
Avoid generic terms - "the platform" or "our solution" creates ambiguity
Writing factual claims AI can verify
AI increasingly fact-checks against other sources. Make claims that can be verified:
Verifiable: "Founded in 2019 in Berlin" (can be checked)
Not verifiable: "Industry-leading innovation" (what does this mean?)
Verifiable: "Used by 500 enterprise customers including Nike and Spotify"
Not verifiable: "Trusted by major global brands"
Specific, verifiable claims get cited. Vague marketing language gets ignored or worse - AI fills the gap with made-up specifics.