STEERus Names Misinterpretation Risk a New Business Risk in AI Era

STEERus INC has identified "Misinterpretation Risk" as a new category of business risk in the era of artificial intelligence, according to new book MISINTERPRETED: The Hidden Risk Making Brands & Leaders Invisible in the Age of AI. The book introduces a framework for reducing digital signal distortion, developed by STEERus founder Loralyn Mears, PhD.

Mears argues that businesses and leaders are struggling to stand out not due to a lack of visibility, but because AI systems and people are misinterpreting their offerings. As AI-powered search becomes central to how businesses are discovered and recommended, an inability for AI to accurately understand a company can lead to its invisibility.

While businesses have historically optimized for keyword-based search, current AI systems increasingly infer meaning, context, and credibility. The core issue, Mears states, is that when a company's digital signal becomes distorted, AI and potential customers can reach inaccurate conclusions before any engagement occurs.

To address this, the book proposes the Decision Integrity System™, a practical framework that helps organizations identify and correct distorted digital signals. STEERus will host two webinars in July to guide businesses on navigating misinterpretation risk and AI search dynamics. The book launches on July 13, 2026.