Your investor deck won't save you in AI due diligence
·
3 min read
Analysts are running first-pass due diligence through AI engines — and almost no ASX-listed companies have structured their public content to show up in those answers. That's a visibility gap IR teams don't yet know they own.
Institutional investors and analysts are using ChatGPT, Perplexity, and Claude for first-pass due diligence on ASX-listed companies. Almost none of those companies have structured their public content to appear in those answers. That gap is measurable, fixable, and most IR teams do not yet know they own it.
Are investors actually using AI to research companies?
Yes, and the behaviour is accelerating. Buy-side analysts are running AI queries on management teams, competitive positioning, and funding narratives before they ever open an IR page.
A research study found that adding statistics and credible source citations to content improved AI visibility by up to 40% compared to equivalent content without those elements. The first question investors are asking AI is not "what does this company say about itself?" It is "what does the internet know about this company, and can it be verified?"
If the answer is nothing structured and nothing citable, the company is invisible at the most critical moment in the investor journey.
Why does a strong Google ranking not protect you here?
GEO, or generative engine optimisation, structures public-facing content so AI engines can extract, verify, and cite it. It is not SEO. A company can hold the top position on Google and still be completely absent from every AI-generated investor research answer.
Only 11% of domains are cited across both ChatGPT and Perplexity, according to a 2024 study by Elan Rinot and colleagues. Dominating one platform gives no guarantee of visibility in the other. Different analysts use different tools, and that split matters enormously for investor-facing businesses.
What does each AI engine actually look for?
Each platform pulls from structurally different sources. A single IR page strategy fails across all three simultaneously.
ChatGPT rewards multi-platform consistency. It favours companies where the same core facts, including leadership names, product category, funding history, and market position, appear consistently across owned pages, third-party coverage, and professional profiles. Contradictions across platforms reduce citation confidence.
Perplexity favours real-time earned media. It pulls from news articles, analyst commentary, LinkedIn articles, and recent ASX announcements that have been indexed and discussed externally. A company with no recent media coverage is largely invisible regardless of how well its website is structured.
Gemini trusts brand-owned pages with clear structure and verifiable facts. Well-organised About pages, named leadership bios, and pages that answer direct questions in plain language perform strongly. Schema markup improves extractability further.
What is actually missing from most ASX investor materials?
Most ASX announcements and IR websites are written for compliance and human readers, not for AI extraction. They are dense, passive, and structurally ambiguous. AI engines struggle to identify the core claim, the named source, or the verifiable statistic.
The four most common gaps:
ASX announcements rarely contain direct-answer formatting or named attributions AI can extract cleanly
IR websites bury key facts inside PDFs, which most AI engines cannot reliably parse
CEO commentary on LinkedIn is opinion-heavy without the verifiable structure that supports citation
About pages describe what a company does without answering the questions investors actually ask AI
The content exists in almost every case. The problem is that it is not structured to be machine-readable at the point of extraction.
How do you fix AI invisibility without starting from scratch?
The fix starts with existing materials. Restructuring what is already public makes it AI-extractable without significant budget or a site rebuild.
Four changes produce the most immediate impact:
Direct-answer formatting: Lead every content block with a plain-language statement of fact. AI engines extract the first clear answer they find.
Named attributions: Attach statements to a specific person and role. "According to [Name], [Title]" signals verifiability to AI sourcing logic.
Verifiable statistics: Specific figures with named sources and dates get cited. Vague claims get ignored.
Multi-platform consistency: The same core facts about leadership, market position, and product category should appear identically across your website, LinkedIn, media releases, and third-party coverage.
Homin Studio offers a structured GEO audit for investor-facing businesses that maps exactly where AI tools describe your company accurately, where they describe it incorrectly, and where they do not describe it at all. Start with a free AI visibility check at hominstudio.com.
Who owns the AI visibility problem inside an investor-facing business?
In most companies, nobody owns it yet. IR teams manage the deck and announcements. Marketing manages the website. Neither has been briefed on GEO, and the agencies managing SEO or PR are rarely across it either.
The businesses moving fastest are those where a senior person, typically the CFO, CEO, or Head of IR, has noticed that AI tools describe their company poorly and decided to fix it. That individual decision is currently the main predictor of whether a company addresses this before or after their competitors do.
Most ASX-listed technology companies have not started. The businesses that build structured AI visibility now will be significantly harder to displace when the rest of the market catches up.
Got questions?
Do I need a new website to improve my AI search visibility?
No. Most GEO improvements are made to your existing website without rebuilding it. Schema markup is added in the background, content restructuring updates existing pages, and FAQ sections are added to priority pages. The work is about restructuring and signalling, not redesigning.
