As you’ve probably heard, generative AI tools like ChatGPT, Gemini, and others are changing the way people search for and consume information online. These tools don’t rely on traditional search engines — they actively crawl websites, including ours, to gather information that can be used to answer questions from users.

The OUC and OIT digital teams are actively monitoring AI's impact on our websites, and we'll share updates and guidance with this community as we learn more. In the meantime, here are some key points to keep in mind about this evolving area:

AI visits our sites frequently

Generative AI systems crawl our website hundreds of thousands (sometimes millions) of times each week. Rest assured, these tools are actively finding and indexing our content for use in their response systems.

Quality content still matters most

The most important thing you can do is continue creating clear, well-structured content designed for human readers. This approach also helps AI systems and traditional search engines better understand our site. Here are some best practices to keep in mind:

• Use clear, descriptive headings and link text.
• Break content into shorter sections and use lists or bullet points when possible.
• Write for people first: make sure content is accurate, engaging, and easy to scan.
• Add descriptive alternative text (alt text) for images.
• Keep pages focused and updated—AI engines seem to prioritize updated content.

OUC and OIT are actively monitoring technical considerations

Certain code structures may improve AI's ability to interpret content. Our team is exploring the appropriate use of these techniques, most of which build upon technical best practices we've already adopted. We will post announcements when AI-related changes to Drupal Cloud are implemented.

Learning and professional development

We encourage everyone to build AI knowledge through learning and professional development. While this rapidly evolving field is important to understand, please be cautious of the many consultants and businesses seeking to capitalize on AI trends. Much of the guidance being promoted is still emerging and often speculative. Explore new learning opportunities, but remember the fundamentals—accessibility, usability, and clear content—remain the most important foundations to build on.

Alt text: helping humans, AI, and search engines understand images

Alternative text, or alt text, is a short description that explains what an image shows. It is essential for accessibility, helping users who use screen readers or have visual impairments. If an image fails to load for users with slow or unreliable connections, the alt text will be displayed in its place.

Alt text is also useful for AI tools and search engines. Search engines rely on alt text to understand image content, and AI tools may use it to interpret and analyze sites.

When alt text is required

• Required: whenever an image conveys meaning, information, or a function that isn’t already provided in nearby text.
• Not required: for purely decorative images that don’t convey key information.

Alt text best practices

To create effective alt text, be descriptive, concise, and purposeful. Good alt text should:

• Be 125 characters or fewer and clearly convey the content or meaning of the image.
• Avoid unnecessary phrases such as “image of” or “picture of.”
• Support search engines and generative AI in understanding and interpreting the content of your images.

Tip: A simple way to test your alt text is to imagine describing the image to someone over the phone. If they could picture it clearly, your description is likely effective.

Examples of bad and good alt text