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FAQs and technical documentation are now feeding AI systems that consumers rely on for product decisions. Learn why your "boring" content has become strategically critical for product success.
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Alicia Surrao
August 11, 2025
When Cannes Lions announced their advertising awards this year, there was the usual celebration of creative campaigns and emotional storytelling. But what if the most impactful marketing asset for your new product isn't a slick video or a clever social campaign, but rather your FAQ page?
It might sound provocative, but as Pete Blackshaw asked in his influential article Is R&D the Future of Marketing in the AI Age?: "Should Cannes Lions give its top award to the marketer with the best FAQs?"
The content marketers have long neglected—FAQs, technical documentation, service pages—is now feeding AI systems that consumers increasingly rely on for product information. This previously overlooked content has become strategically critical for several reasons:
Brand websites are the #1 "algorithmic anchor" influencing AI search outcomes for products. These "boring" pages are what AI systems rely on to provide authoritative answers about your productsTechnical documentation is increasingly viewed by actual customers, not just internal teams
The data supporting this shift is compelling. Google now processes over 14 billion searches daily—a 22% increase from 2024—with AI Overviews appearing for an increasing percentage of queries. Meanwhile, research shows that 60% of Google searches result in users never leaving the search engine results page, as AI provides direct answers sourced from exactly this type of "boring" content.
Studies from the technical documentation field show that B2B buyers read an average of 13 pieces of content before making purchasing decisions, with "product specifications and functionality" ranking as the most influential content type. Yet 71% of millennials say they would recommend brands that provide high-quality technical documentation—content many companies treat as an afterthought.
At Narratize, we're witnessing this trend accelerate. Our clients using our Product Knowledge Hub are transforming their technical documentation into strategic assets that drive both AI visibility and customer engagement. Here's why these traditionally overlooked content types matter so much:
FAQs are the first line of communication with both consumers and AI bots. A well-crafted FAQ page anticipates questions and provides clear, accurate answers. This content becomes the primary source for AI-generated responses to consumer queries.
Research on AI search optimization shows that AI algorithms increasingly prioritize structured Q&A content when generating responses. Content formatted in FAQ style consistently outperforms traditional marketing copy in AI citations.
When a potential customer asks, "Is this product sustainable?" or "How does this compare to the competition?", AI systems will often pull directly from your FAQ page. If that information is missing or poorly structured, the AI will look elsewhere—potentially to competitors or critics.
The business impact is measurable: companies with comprehensive FAQ sections report that customers can consistently find solutions to their problems, leading to increased trust and repeat purchases. According to Adobe's research, 71% of UK consumers make more purchases from brands they trust.
Brands that establish authority through comprehensive, accurate technical content outperform competitors in AI-generated responses. This isn't just about SEO—it's about fundamental changes in how consumers discover and evaluate products.
Product specifications and technical details need to be accessible and understandable for both humans and AI. This information should be presented in structured formats that AI can easily parse, not buried in PDFs or presented as images of text.
Technical documentation research demonstrates that manuals and specifications build trust more effectively than promotional content because they "have a high degree of authority" and are "not meant to convince anyone of buying a product."
This is particularly important for manufacturing companies and chemicals and material science sectors, where technical specifications often determine purchase decisions.
Clear, comprehensive technical documentation serves as evidence of your product's capabilities, giving AI systems the confidence to recommend your product when relevant. Studies show that content with proper technical backing and expert credentials performs significantly better in AI-generated responses.
These pages are no longer a side note but crucial touchpoints for both consumers and AI systems. They signal your commitment to customer support and provide essential information that influences purchasing decisions.
AI systems often reference support policies and service availability when generating responses to queries about product reliability or company trustworthiness. Research from Deloitte shows that 84% of consumers familiar with GenAI advocate for mandatory labeling and transparency in AI-generated content, making clear support documentation even more critical.
Consumer trust data reveals why "boring" content has become so strategically valuable. According to KPMG's 2024 Generative AI Consumer Trust Survey, while 74% of consumers trust organizations that use GenAI in their operations, 70% of consumers familiar with AI say AI-generated content makes it harder for them to trust what they see online.
This creates a significant opportunity for brands with authoritative technical content. Unlike promotional materials, technical documentation carries inherent credibility. Research shows that technical content builds trust because it's designed "to help the customer use the product well and therefore has a high degree of authority."
Companies that prioritize this technical content are seeing measurable benefits across industries:
The evidence extends beyond anecdotal reports. Analysis of AI search results shows that brands with comprehensive technical documentation consistently appear more prominently in AI-generated answers, particularly for complex or technical queries.
For companies in technical sectors, this shift represents a significant competitive advantage. Research on AI search optimization shows that AI algorithms can evaluate the authority and credibility of technical content more effectively than traditional marketing copy.
Unlike service-based businesses, technical companies possess deep product knowledge, extensive R&D data, and detailed specifications—exactly the type of authoritative content that AI systems prioritize when generating responses.
This is particularly relevant for:
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The challenge, of course, is that creating high-quality technical content requires a different skill set than traditional marketing. Here are strategies for elevating your "boring" content:
Track these metrics to measure the strategic value of your technical content:
Advanced analytics now show that brands with strong technical content foundations attract more engaged visitors who trust AI-curated results, leading to higher conversion rates.
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The Narratize Product Knowledge Hub transforms technical documentation into strategic marketing assets. Our platform helps you create, manage, and leverage high-quality "boring" content that resonates with both human customers and AI systems.
Our AI-powered documentation generation ensures that technical content maintains consistency while being optimized for both human readers and AI systems. Key capabilities include:
With Narratize, product teams can generate compliant, accurate technical content in minutes instead of days, ensuring your products are properly represented in AI-generated responses while freeing up time for actual innovation.
For manufacturing teams specifically, our platform helps transform complex technical specifications into marketing assets while maintaining accuracy and compliance standards.
The evidence is clear: in an AI-driven world, substance beats slogans. The "boring" content that companies have long overlooked—FAQs, technical specifications, support documentation—has become the foundation of effective marketing in the Answer Economy.
Research consistently shows that brands establishing authority through comprehensive, accurate technical content outperform competitors in AI-generated responses. This isn't just about SEO—it's about fundamental changes in how consumers discover and evaluate products.
Maybe it's time for Cannes Lions to create a new category: "Best Technical Documentation." Because in 2025, your FAQ page might just be your most powerful marketing asset.
Schedule a demo today to see how we can help you turn your technical documentation into a competitive advantage.
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