Machines rank primary sources first. When a buy-side analyst asks a frontier model to summarise your company, the model checks your website, your ASX announcements, your investor pages. The surfaces you control. Before it reaches for anything else.
That is your window.
If the machine finds a clear, authoritative version of your story quickly, it uses it. If it doesn't, it doesn't wait. It goes and finds an answer on surfaces you don't control: a wire-service headline from 2023, a sell-side note somebody else wrote about you, a Reddit thread, a competitor's positioning page that got scraped last week.
Whoever's version it finds first becomes your story to that reader.
The machine isn't malicious. It's impatient. Ten seconds is a long wait for a language model. Two clicks is a long journey. If your position isn't stated cleanly on the page the machine hits first, it moves on and settles for what is.
Which is the authority problem in one line: the machine looks to you for authority on your story. If it can't find that quickly, someone else delivers your story.
The fix isn't a rebrand. It's a page that answers three questions in your own words, in the first paragraph, on the surface the machine hits first. Who you are, what you claim, what you have done. Read on results week. Nowhere else needed.
We ran the audit across the ASX 200. Almost the whole index fails this test. If you run IR and want your read, email b@planb.works.
