Found or forgotten? Why AI representation risk is the new business blind spot

Iconic Marketing Founder Renee Gersteling was featured in the May 2026 issue of Hunter Business Review, writing about AI Representation Risk and why businesses need to understand how AI tools may describe, compare or exclude them before buyers make contact.

Why this matters?

AI tools are now influencing how buyers discover, compare and judge businesses before they visit a website or submit an enquiry. This creates a risk that most businesses are not actively checking: whether AI systems are representing them accurately.

The core AI representation risk issue

The article explains why AI visibility is not the same as accurate representation. A business may appear in AI-generated answers and still be described too generically, compared with the wrong competitors, linked to outdated information or excluded from relevant recommendations.

 Read the HBR feature

The article appears in Hunter Business Review, May 2026 issue, page 20.

READ THE FULL HBR ISSUE

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Register for the webinar

I will also be covering this topic in a practical webinar on 18 June: AI Representation Risk: Why Showing Up in AI Search Is Not Enough.

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