A CMO was horrified by how ChatGPT described her company. Here’s how she’s fixing it.

When Ameresco CMO Leila Dillon asked ChatGPT and other AI answer engines to describe what her company did, she was shocked by the results. The publicly traded company is an energy infrastructure provider, helping power the rapidly growing AI buildout, as well as military bases and municipal facilities. But the AI chatbots were outdated in their responses, frequently referring to it simply as a cleantech or renewable energy business — areas it still operates in, but are less of a focus — or citing smaller projects it worked on years ago. "It was quite horrifying," Dillon told CMO Insider. "We were like, 'That's not at all who we are.'" Dillon set about overhauling the company's messaging and how it structured its marketing content to better reflect its business.