Glue on pizza? Why AI content needs your brand context

When Google rolled out AI Overviews in 2024, its search feature famously suggested adding glue to pizza to keep cheese from sliding off. Brilliant content if you're The Onion — a viral disaster if you're Google.

Same words. Completely different outcome. In one context, it's brilliant satire. In another, it ruins your brand reputation. The text itself isn't the problem. It's who's speaking and what your audience expects.

Context is the product

Satire works when readers know the voice. They know they're reading something funny. But if you're googling "how can I prevent the cheese from sliding off my pizza?", you're expecting a factual answer. An answer you can trust. AI-generated text has no built-in brand context — it doesn't know if you're going for satire or for factual information. So, if you're generating content for your brand with AI, you need to define what "on-brand" means for your pipeline and test against it.

High-quality AI content isn't generic. It's tailored to your brand, your requirements, and your users' expectations. Start testing your AI workflows before they go live.

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