VIP case study · AI visibility
How Women in Data sharpened its digital roadmap for people and AI
Women in Data was already rebuilding its site from scratch, but AI couldn’t reliably tell it apart from other organisations with the same name, and found conflicting membership and founding-date figures. Because the rebuild hadn’t been locked, the findings could still shape it.
“Challenge have opened our eyes to blind spots that have intrinsic impact to our brand and impact. The report was digestible and actionable, also deeply thought and idea provoking in the next phase of our brand development and proposition.”
Roisin McCarthy, Founder, Women in Data
Women in Data already knew AI was becoming a new audience for its content. It had appointed a CTO and was rebuilding its digital infrastructure from scratch, so this wasn’t a team waiting to be told AI mattered.
But Challenge’s Visibility Intelligence Programme arrived at exactly the right moment, turning that awareness into clear priorities for the new website, its wider public record and the questions prospective partners actually ask.
The challenge
With a rebuild under way, the question was what the new site needed to get right for AI as well as people, and whether the fixes already in motion would reach the problems AI actually had.
What we uncovered
The Investigation found a respected brand, warmly covered and easy to find. The gap was identity. AI couldn’t always tell Women in Data apart from other organisations with the same name, and it was finding conflicting facts, including membership and founding-date figures that disagreed between sources.
It also showed where the fixes already planned would and wouldn’t reach. A registered trademark protects the name legally, but it gives AI nothing to tell the organisations apart. The rebuild would fix the site Women in Data owns, but not external sources such as Wikipedia. And the existing site was built around the community rather than the questions partners and buyers ask.
From insight to action
Because the rebuild hadn’t yet been locked, the findings could shape it. Women in Data confirmed it was planning changes and would think about its content architecture for both people and machines.
Why it mattered
Timing was everything. The same findings after launch would have meant rework. Before it, they gave leadership, brand, content and technology a shared agenda for the build.
What happens next
The next step is to repeat the Investigation once the new site is live, to show whether the new architecture and a corrected public record have moved how AI finds, understands and trusts Women in Data.
“I had already done some research using ChatGPT and Claude, but VIP brought everything together in a comprehensive report that was easy to digest and showed us the practical actions we could take next.”
Kezia Darmadi, Communications Officer, Women in Data
Updated 9 October 2026