How AI reads your web content (and why it matters)

When we write and publish web content, we usually focus on what we’re saying. But it’s also important to think about how AI tools may interpret that content once it’s live. In my last blog, I wrote about the importance of making web content accessible so AI can read it. This time, it’s about how AI reads it.

AI tools often summarise and simplify what we publish. Because they don’t have human intent or judgement, they rely entirely on the words we use. This means nuance and context can get lost quite quickly if we’re not careful. A single line on a webpage can end up being treated as a general statement, even if that wasn’t what we meant.

We usually write with a specific audience in mind, for example current or prospective students. But once content is published publicly, it can be picked up and read much more widely. Without the right context, what we write can be taken out of context and may sound more negative than intended.

Some examples

Student feedback

Feedback is really important and helps us improve. However, survey results are often designed to highlight where things could be better. Without that context, something quite nuanced can be turned into a statement like “Students don’t feel a sense of belonging”, which doesn’t reflect the full picture.
A small wording change can help. For example:

“Some students who completed the survey shared that their sense of belonging could be stronger. This is a useful insight that can help us improve the student experience.”

Research findings

Without enough context, summarising research findings can be misinterpreted as a broad claim. For example, a line like this “Research shows that this approach improves outcomes for young people” could be easily picked up and presented as a general fact. While in reality the study may be ongoing, limited to a small or a specific group. A small wording change can help make things clearer:
 
“Early findings from a small-scale study suggest that this approach may improve outcomes for some young people. Further research is ongoing.”

This keeps the message positive while adding context about the scale, and whether the research is still ongoing. 

Outdated content

Pages that haven’t been updated, such as those showing outdated opening hours or courses that are now closed but still appear open, can still be picked up and presented as current. This can lead to confusion and, in some cases, misinformation.

How to reduce the risk

You don’t need to avoid sharing feedback or insight, just make sure it’s clearly set out. Here are some things you can do:

• Add context. Say where the feedback comes from rather than using a stand-alone statement.
• Don’t just focus on one audience. Keep a wider audience in mind and assume others will read it too.
• Keep time-sensitive information up to date, such as office hours or events.
• Try to use balanced and fair language to keep things accurate.

A quick sense check before publishing

Don’t overthink it. It’s just about being aware that once content is out there, it can be picked up, simplified and reused in ways we can’t control.

A little extra context can go a long way in making sure that what we share reflects what we actually mean.