Since the advent of online search, some marketers, webmasters, and SEOs have sought to cheat the system to gain unfair advantages—practices known as Black Hat SEO. These tactics have become less common mainly because Google has spent over two decades refining algorithms to detect and penalize such manipulation, making sustained benefits unlikely and costly. Now, the rise of AI has created a new frontier, sparking a gold rush to control visibility within AI-generated responses rather than just search rankings. Similar to Google’s early days, AI platforms currently lack robust protections against manipulation. For example, job seekers have exploited AI resume screening by inserting hidden instructions in resumes—like invisible text telling AI to mark them as exceptional candidates—although savvy recruiters can now detect such tricks. This use of hidden text echoes early Black Hat SEO techniques that cloaked keywords or spammy links. Beyond these simple hacks, far more concerning is the potential to manipulate AI responses about brands through “AI poisoning. ” Bad actors might corrupt large language model (LLM) training data to distort AI comparisons or exclude certain brands entirely, sowing deliberately crafted hallucinations that consumers tend to trust. A recent study by Anthropic, in collaboration with the UK AI Security Institute and Alan Turing Institute, highlighted how alarmingly easy AI poisoning is: contaminating training data with as few as 250 malicious documents can create “backdoors” in an LLM, allowing bad actors to trigger false or biased responses. Unlike earlier SEO manipulations relying on mass bogus content, attackers poison AI by embedding hidden triggers—like specific words tied to false information—directly into the training process. When prompted with these triggers, the AI outputs manipulated content, which further reinforces itself through user interactions. While an extreme falsehood (e. g. , “the moon is made of cheese”) is hard to convince AI of, more subtle misinformation damaging to a brand’s reputation or product information is highly feasible and dangerous. Though much of this remains theoretical and under active exploration, Black Hats and cybercriminals are likely experimenting with these techniques. Detecting and remediating AI poisoning is challenging because training datasets are massive and drawn from vast internet content.

Once malicious data is baked into a model, removing or correcting it is unclear—major brands may lack the influence to prompt AI developers like OpenAI or Anthropic to intervene. To defend against this threat, vigilance is key. Brands should regularly test AI outputs for suspicious or harmful responses and monitor AI referral traffic patterns for anomalies. Proactive brand monitoring of user-generated content spaces—social media, forums, reviews—is essential to catch and address misleading content before it reaches critical mass. Prevention remains the best defense until AI systems develop stronger safeguards. It’s important not to misconstrue these manipulative techniques as opportunities for self-promotion. While some may argue using AI poisoning to boost one’s own brand visibility is justified—similar to early SEO rationalizations—history shows such shortcuts lead to severe penalties, lost rankings, and damaged reputations once detection and enforcement catch up. LLMs have filters and blacklists aiming to exclude malicious content, but these are reactive and imperfect. Instead, brands should focus on producing honest, well-researched, and fact-based content optimized to answer user queries effectively—“building for asking”—to naturally earn AI citations and maintain trustworthiness. In summary, AI poisoning poses a clear and present threat to brand reputation and visibility in the evolving AI landscape. While AI’s defenses improve over time, brands must remain vigilant, monitor AI interactions closely, and combat misinformation early. Attempting to manipulate AI outputs unethically is a risky strategy that can backfire disastrously. To succeed in this pioneering AI era, feed AI with credible, authoritative content that commands trust and citations. Forewarned is forearmed: safeguarding your brand’s AI presence today sets the foundation for thriving tomorrow. More Resources: - Controlling Your Brand Position Online With SEO - How Digital Has Changed Branding - SEO In The Age Of AI