Grokipedia and the Rise of AI-Generated Content – Why Your Firm’s Public Profile is Critical in the Age of AI
Using xAI’s Grok as a source, Grokipedia launched in October 2025, touted as a fully AI-driven knowledge engine to rival the human-editor-curated Wikipedia. The platform has generated over 6+ million entries to-date, a number that is only growing.
While Grokipedia has not yet achieved meaningful notoriety in online and AI search results, it represents another notable step in the continued proliferation of generative AI knowledge sourcing tools.
Despite lack of transparency in methodology, vetting of sources and the editing / correction process of entries on Grokipedia and other similar platforms, these tools are here to stay, and we expect will only increase in terms of influence moving forward - especially as research tools for allocators and other professionals. Since these platforms are generating content from public sources, having a grasp of and curating public profiles is as important as ever.
Alternative Investments and AI Search by the Numbers
Open AI reports that ChatGPT alone receives ~2.5 billion prompts per day from 700 million active weekly users. These prompts cover all industries, including alternative investment management. Here are a few key data points to keep in mind when considering the potential impact these AI search results may have on those searching for your firm:
Nearly a third of affluent investors report using AI to inform their investment decision making, and these numbers jump significantly for Millennials (67%) and Gen Z (74%) (Escalent)
22% of RIA firms are using AI to conduct research (Charles Schwab)
About a third of institutional asset owners have started to experiment with AI for more complex tasks like using AI platforms as enhanced search and summarization tools (Wellington Management)
57% of Family Offices report using AI for investment research and strategy, with more than 75% relying on AI to automate forecasting, alternative investment analysis and portfolio modeling (Investment News)
91% of HNWI say they want to work with financial advisors who are innovators and 33% state they prioritize advanced tech like AI when choosing an advisor (Forbes)
Using these data points as a framework, it is easy to see how the use case of Generative AI tools can and has supercharged investor search and discovery queries, providing comprehensive results and summaries for investors to conduct due diligence at lightning speed. Google, for example, has baked its AI model, Gemini, into its search functionality via AI Overviews and AI mode, seamlessly integrating generative AI into established workflows and making the results largely unavoidable. With that in mind, there are several important elements that all investment managers should be aware of when it comes to AI queries and how these tools are representing firms’ brands and public images based on their programming.
You can’t hide – Firms may feel relief after a piece of negative news or commentary falls out of the news cycle or an unsightly Google result drops out of the top ten search results. But on the internet, nothing ever really disappears. Part of AI’s job is to deliver comprehensive and thorough results to its users, so that news story you thought was long gone may reappear in an AI search result if the right prompt is posed.
Many flowers make a bouquet – While each AI tool, algorithm and system are different and have their own preferences, all large language models (LLMs) use multiple sources to shape their replies to prompts, pulling from all corners of the web - owned, earned and shared.
Filling in the gaps – AI tools go beyond basic web-search functionality. By its very name, artificial intelligence may draw conclusions based on the information presented, even if those conclusions are inaccurate or a misrepresentation of the facts or scenario at hand. Without deeper dives and additional queries, investors may find themselves swayed by AI’s initial analysis versus forming their own opinion through extensive research.
Building Your Public Profile for AI
"The secret of getting ahead is getting started”
All of this may feel overwhelming, but there are specific steps you and your communications team can take to proactively address and take control of the narrative. By using a thoughtful, strategic approach to brand building and profile-raising management, you can ensure that you are the one telling your story. Your digital profile is no longer just a marketing play; it is a trust score that you can help shape.
Consistency of content matters – LLMs look for patterns in data, not intent. Ambiguity and lack of presence will likely damage results in the long run.
Your website is not enough – AI tools look at the whole picture. Make sure your narrative is well-established and consistent across the digital ecosystem, especially on third party sources, which help to validate your story.
You don’t need to overshare, but you need to be out there – Being visible, current and relevant via the information you provide through your channels and via partners is critical in helping to shape your story. You don’t need to flood the web with irrelevant content or tell every meticulous detail of your firm’s story, however a flow of up-to-date information is necessary to perform well in AI-driven search.
Know what your audiences want – Understanding what your stakeholders want to know about you is half the battle. Make sure you are proactively generating content, both first and third party, that effectively delivers the messages that not only you want them to hear, but that is presented in a way that answers their questions, addresses their concerns and reinforces your story.
Talk the talk – Ensuring your content is AI-legible is invaluable, and will put you ahead of your peers. Do the work to understand where on the web you need to show up and how you need to craft your messaging so that it is easily crawled and sourced by AI tools. Work closely with your communications advisors, who can help guide your content, editorial and placement strategy across traditional and digital media.
Stay in the know – Stay on top of your AI profile. Use AI tools and platforms to perform the searches and ask the questions that your investors are, so you have a better understanding of what information they are seeing and interacting with.
We exist in a world of digital misinformation, disinformation, outdated information, and not-enough-information, already making it difficult to tell the difference between what is real and fake. With the increased reliance on AI tools to source and summarize information, it’s imperative that a firm’s digital public profile is accurate, verified and validated - leaving nothing to chance. In short, your digital public profile has become mission-critical, not a nice to have.
With AI, the best defense is a good offense. You need to work with your communications team to set the stage and build your public profile to tell your best story – because if you don’t help shape it, AI will, and you might not like the result.
__
ASC Advisors - Digital Practice
At ASC Advisors, we pride ourselves on offering customized, fully integrated communications strategies to our clients. From brand building to shareholder activist engagements, digital strategy is considered core to your communications programs. We assess challenges from all angles and provide our clients with comprehensive solutions, where Digital plays a key role in achieving success.
We build bespoke digital programs tailored to your firm’s short-term and long-term communications goals. We are hands-on from day one, actively shaping, governing, and optimizing digital and social media initiatives throughout the full course of our engagement. To learn more about our digital practice, please reach out to our Head of Digital Strategy, Ana DuFlo, at aduflo@ascadvisors.com.
###