I read a fascinating article on Harvard Business Review the other week. Consumers are increasingly relying on generative AI platforms for product discovery and recommendations. This is a shift from traditional search engines and brands must consider how to optimise for AI “share of model” awareness. This means focusing on how often and favourably LLMs surface them.

My immediate reflection was what this might mean for L&D. We know Google’s search traffic is dropping as people discover they can BYOAI and create their own, more tailored responses. This will mean some big changes.

• People will bypass your learning offer.
  Why will people look at your offer if they can ask natural language queries like “How do I run an inclusive team meeting?” in another tool?

• Content must shift from CREATED to CURATED and CONTEXTUALISED.
  People will want more than links to courses. That means taking ‘Just-in-time’, problem-solving content from many sources, summarising it and shift to more fluid content and channels.

• Traditional PDFs and slide decks won’t cut it
  LLMs favour structured data (tables, lists, how-to steps) with clear links between problems, tools, and solutions. Your learning assets must be re-engineered as performance-oriented content.

• Be prepared
  Internal L&D teams must make sure their tools, models (e.g. 70:20:10, GROW), and internal experts are referenced by AI. When your secure enterprise AI systems are launched, you MUST feed them with internal knowledge to influence AI suggestions aligned your organisation’s strategy.

Start now. Look at your content and audit it. Can you embed your resources in MS 365 Copilot? Think about how people will search and optimise content for questions, not keywords. Have clarity over the outcomes from your learning – not objectives but the how people will change.

Working with AI should be your approach – how are you doing that now? Let me know in the comments.