If you’ve been keeping an eye on how AI is changing business, you’ve probably heard the buzz: AI isn’t just a tool anymore—it’s starting to act more like a team member. But like any new hire, it needs training. And not just any training—it needs to understand your business, your customers, and your voice.

That’s where two marketing legends—Marcus Sheridan and Nigel Botterill—have already paved the way. Whether they meant to or not, their advice has made it crystal clear: your Knowledge Centre is the perfect place to train your AI.

Marcus Sheridan: Answer the Questions People Are Already Asking

Marcus Sheridan’s book They Ask, You Answer is a game-changer for content marketing. His big idea? Stop hiding answers. Instead, answer your customers’ real questions—clearly and honestly—on your website.

Think about it: when people are considering a purchase, what do they do? They Google it. They want to know how much it costs, how it compares to other options, what the downsides are, and whether it’s right for them.

Sheridan says: don’t make them hunt for that info—give it to them. Write it all down in blog posts, record videos, make helpful guides. This collection becomes your Knowledge Centre—a one-stop shop where customers can learn everything they need to know.

Nigel Botterill: Systemize It and Let It Work for You

Nigel Botterill, the man behind the Entrepreneurs Circle, takes a similar approach but puts it into a system. He talks a lot about building a Marketing Machine—something that works around the clock to bring in leads and help customers.

And guess what’s right at the heart of that machine? Yep—a Knowledge Centre. He sees it as a library of content that builds trust, positions you as the expert, and saves you tons of time answering the same questions over and over again.

So Sheridan says, “Be helpful and transparent.”
Botterill says, “Make it a system that works while you sleep.”
And now we say… “Train your AI on it.”

Your Knowledge Centre = The Perfect AI Training Hub

Now, let’s connect the dots.

When you bring AI into your business—whether it's a chatbot, virtual assistant, or behind-the-scenes helper—it needs to know things. Specifically, it needs to know how your business works, what your customers care about, and how to talk like you.

That’s exactly what your Knowledge Centre already does.

If you feed your AI the content you've already created—the blog posts, FAQs, explainer videos, comparison guides, etc.—it becomes your smartest employee. Here's what happens:

• It answers customer questions with confidence

• It supports your sales team by providing instant, on-brand responses

• It helps your team find the info they need in seconds

• And it sounds like you—not a generic robot

You’ve already done the hard part by creating this content. Now you can let it power your AI.

The Bottom Line

Marcus Sheridan and Nigel Botterill both preach the value of building a strong Knowledge Centre—not just for marketing, but for building trust and creating better customer experiences.

Add AI into the mix, and your Knowledge Centre suddenly does double duty. It’s not just for your customers anymore—it’s the training ground for your AI. And the better trained your AI is, the more valuable and helpful it becomes.

So if you’ve started building a Knowledge Centre, keep going. If you haven’t, now’s the perfect time.

Because in the age of AI, sharing what you know isn’t just smart—it’s your new competitive edge.