The landscape of AI discoverability is rapidly evolving, and governments are now beginning to take serious steps to regulate the ‘Wild West’ phase of artificial intelligence. A recent report from the US non-profit organisation Transparency Coalition reveals that 84 new AI-related laws have already been passed this year across 27 states in the US. This marks a significant increase compared to last year and demonstrates a growing recognition of the need for regulation surrounding AI safety, transparency, and accountability.
Why this matters to you The impact of this legislation extends beyond just the tech giants. For non-profit organisations and the public sector, this is crucial. AI systems are increasingly becoming the primary source of information for citizens, donors, and grant providers. When an AI assistant answers a question about your organisation, the services you offer, or the impact you make, it is vital that this information is accurate, reliable, and traceable.
The Transparency Coalition, itself a 501(c)3 non-profit, advocates for protecting children, consumers, and democracy against the harmful consequences of AI. Its CEO, Rob Eleveld, states that “too many of the emerging AI companies are proving to be as ruthless and predatory as their predecessors in social media.” This critical perspective on AI development is leading to legislation that, for example, requires the largest AI models (so-called ‘frontier models’) to be independently audited for safety. There are also laws specifically addressing content provenance and the safety of chatbots. This means that the way AI models select and cite sources is increasingly coming under scrutiny.
Non-profits, which rely on trust and transparency (think of their charitable status), must ensure that their online presence meets the highest standards of credibility and verifiability. Government organisations must also adhere to strict guidelines for digital accessibility (WCAG) and information provision. Legislation enforcing AI transparency helps with this, but organisations must also be prepared themselves.
Practical Steps for Your Organisation
The emergence of these regulations underscores the importance of a proactive approach. What does this mean for your organisation in practice?
- Focus on Verifiable Information: Ensure that all information on your website and in your communications is factually correct, up-to-date, and easily verifiable. AI models will favour sources deemed reliable.
- Clear Content Provenance: Be transparent about where your information comes from and how it was created. This is not only beneficial for human readers but also helps AI models classify your content as trustworthy.
- Internal Guidelines for AI Use: If you use AI tools for content creation or data analysis, establish clear internal guidelines. Who checks the generated content? How do you safeguard privacy and ethical considerations?
- Digital Accessibility as a Priority: For government institutions, this has long been a legal obligation, but it is equally important for non-profits. Accessible websites and content are better processed by both humans and AI systems.
- Stay Updated on Developments: AI legislation is dynamic. Closely follow developments, especially those related to data integrity, transparency, and accountability, to ensure compliance and optimise your discoverability.
By investing in high-quality, reliable, and accessible digital content, you not only build trust with your target audiences but also ensure that your organisation is optimally found and correctly cited by the AI systems of today and tomorrow.
