Federal decision-makers are using AI to research contractors and evaluate solutions. They are also becoming more skeptical of the content they encounter.

That creates a new challenge for government contractors: Your content must be easy for AI tools to find and understand without losing the human expertise that makes federal buyers trust it.

To understand how AI is affecting content discovery and credibility in the federal market, GovExec Intelligence surveyed government leaders through our FedMarket Monitor. The findings show that federal buyers are open to using AI, but they’re still looking for credible evidence, original expertise, and a clear point of view from contractors.

Here is what GovCon marketing, communications, and growth teams should know.

Do federal decision-makers trust AI-generated answers?

Nearly three-quarters of respondents (72%) said they place some degree of trust in AI-generated answers. That represents a substantial increase from the results of a similar question asked a year ago, when fewer than half of respondents indicated that they trusted AI outputs.

But there's nuance in the degree of trust: 69% said they only “somewhat trust” the answers AI provides.

Federal decision-makers are willing to use AI, but they are not accepting its answers without question. They still need signals that the information is accurate, credible, and grounded in relevant expertise.

For government contractors, that means human verification should be visible throughout the content process. Subject matter experts should contribute original analysis. Claims should be supported by evidence. Sources should be clear. And every asset should demonstrate an understanding of the buyer’s mission and operating environment.

How are federal buyers using AI to evaluate contractors?

For your content to show up in AI search, it needs to be discoverable.

More than 60% of respondents are now using AI to evaluate solutions. Decision-makers are increasingly using AI tools like ChatGPT or Gemini to summarize documentation, compare capabilities, research companies, and answer questions before speaking with a contractor.

To be found, you must structure your information so that AI models can find, reference, and prioritize it. It’s no longer just about writing for the human reader; it’s about writing for the AI tools that influence their research.

This completely changes the game for how GovCon content gets discovered.

If your company’s expertise is difficult for search engines and AI tools to interpret, federal buyers may never encounter it. Or they may receive an incomplete picture of what your company does and why it is relevant to their needs.

Contractors should structure content around the questions buyers are likely to ask. Use descriptive headings, answer those questions directly, define specialized terms, support claims with evidence, and make capabilities, outcomes, and areas of expertise easy to identify.

Writing for AI discovery does not mean writing for a machine at the expense of the reader. Clear, well-organized content helps both.

What content do federal buyers trust most?

White papers and case studies remain two of the most valuable formats for federal decision-makers evaluating solutions. A recent GovExec Intelligence poll revealed that 53% of federal respondents identified these assets as important evaluation tools, second only to recommendations from peers and colleagues.

Why do these formats continue to work? Federal buyers prefer to read, and they’re looking for clear solutions to specific problems. They give buyers the detail they need to connect a particular challenge with a credible solution.

A strong white paper demonstrates expertise by explaining an issue, presenting evidence, and helping the reader understand possible approaches. A strong case study shows how a contractor addressed a recognizable problem and produced a measurable result.

Both should answer the question at the center of a federal buyer’s research: Can this company solve a problem like mine?

That also helps AI tools understand and accurately reference the content. Assets organized around distinct problems, solutions, evidence, and outcomes are easier for buyers (and the tools supporting their research) to interpret.

Can federal decision-makers recognize AI-generated content?

Many believe they can.

The federal workforce is inherently skeptical, especially in the Defense sector. Half of the government decision-makers we surveyed expressed some confidence in their ability to identify content created with generative AI.

Factors such as “too polished” or “lacks a stance” are the top criteria for deciding if it’s AI-generated. And 45% of respondents said that when they are uncertain whether content was created by a person, they assume it was not.

This does not mean GovCon marketers should avoid AI. It means they should be deliberate about how they use it.

AI can help teams conduct research, organize information, develop outlines, identify gaps, and manage growing workloads. It cannot replace firsthand experience, informed judgment, a distinctive point of view, or fresh, original thought.

Your brand voice needs to be consistent and authentic. If you have a signature style, they will recognize it as you, not a machine.

• Before publishing AI-assisted content, ask:
• Does it say something useful and specific?
• Does it reflect genuine subject matter expertise?
• Are its claims accurate and supported?
• Does it sound consistent with our established brand voice?
• Will a federal buyer understand why this matters to their mission?

If the answer to any of these questions is no, the content is not ready.

How should government contractors approach content in the AI era?

Contractors now have to earn credibility with two audiences: the federal decision-maker and the AI tools supporting that person’s research. The same fundamentals serve both:

1. Answer buyer questions. 
2. Write clearly. 
3. Structure information logically. 
4. Support claims with evidence. 
5. Bring subject matter experts into the process. 
6. Give readers an original point of view they cannot get from a generic AI summary.

AI can make content production more efficient. Human expertise is what makes the result worth finding.

Want a deeper look at what the research means for your GovCon content strategy? Watch GovExec’s webinar, Defining Content Credibility in the AI Age.

About the Author >

Susan Rose is Vice President of Strategic Marketing and Advisory Services within the Insights and Research Group at GovExec. Every day she “gets to use research” to help tell the stories impacting government most — and share solutions. She leads a team of talented industry analysts who love nothing more than translating data into actionable insights.

Before joining GovExec, she owned Rosebud Communications, where she specialized in thought leadership and partnered with Market Connections for ten years. She is an award-winning copywriter and content marketer with a B.S. in Journalism and an M.S. in Urban and Environmental Policy. She has worked in the private and public sectors, leading result-focused communications campaigns.