Editorial
The humble “About Us” page — once relegated to a forgotten tab between “Careers” and “Contact” — is becoming a strategic tool for culture-building, onboarding and even AI-powered collaboration.
Organizations are realizing that how they present their people, both publicly and internally, says as much about their operating philosophy as any press release or brand video. As a result, these companies are evolving their “About Us” pages from static marketing copy into dynamic infrastructure for how teams see themselves, and how others see them.
From Brand Biography to Collective Identity
The original purpose of the About Us page was to tell a company’s story: who founded it, when and why. But those narratives feel thin compared to what audiences want to know. Looking to 2026, the strongest organizational stories will shift focus from origin to identity.
For example, Indeed’s 2025 career advice on writing an “About Me” emphasizes clarity of audience and purpose, recommending that writers consider who they are talking to and focus on values and strengths rather than credentials alone. That same principle applies at the organizational level, but the challenge multiplies when the audience expands to include employees, candidates, partners and customers.
A single About Us page cannot speak to each group in the same way, yet it can still tell a unified story. The most effective organizations identify a shared narrative thread, such as purpose, values or collaborative culture, that connects these audiences without sacrificing authenticity. By centering the page on who the company is becoming rather than who it has been, the message remains consistent even as tone and emphasis shift across contexts.
Companies that use their team pages to highlight the people behind the brand embody this shift. Some are adopting a tone closer to conversation than corporate declaration. The story is no longer “We were founded in 2010,” but “Here’s how our team thinks, collaborates and grows.” That difference might seem subtle, but in an attention economy built on trust, it’s enormous.
Learning From the Guides We Already Use
Professional design platforms are shaping a new approach to organizational storytelling and are a clear example of this shift. In its 2025 article “How to Write an About Us Page for a Business,” Wix advises brands to “tell your story, introduce your team and make the page reflect your voice.” The guidance moves beyond purely aesthetic web design and enters into communication strategy, positioning the About Us page as an evolving narrative rather than a static corporate statement.
Teams now embed “Meet the Team” sections directly into internal dashboards and learning portals, updating photos, roles and narratives alongside project milestones. Others refresh their About Us content seasonally to reflect shifting priorities or new cultural initiatives. The result is a more authentic, flexible approach to organizational storytelling that reflects how people actually work together, rather than how companies wish to be remembered.
The AI Connection
The renewed focus on the About Us page intersects directly with the increasing role of AI in the workplace in 2026. Profiles and team bios are no longer created only for human readers; they are now data sources for AI systems that help colleagues find expertise, identify collaborators and build cross-functional teams.
When an AI assistant scans an organization’s internal knowledge graph, it relies on the same information such as skills, projects, languages and personal details that once appeared quietly on a web biography. A striking example comes from NASA, which has been experimenting with what it calls a “People Knowledge Graph.” The project uses AI and graph databases to map employee skills, connections and project experience so teams can locate subject matter experts more easily.
NASA’s initiative shows how biographical data, once confined to directories or web profiles, is now being structured and analyzed to help organizations understand their own talent networks. In this sense, the modern About Us page is becoming part of how AI perceives and connects a workplace.
The more expressive and accurate a profile is, the better these systems can match people with opportunities and collaborators. When profiles are outdated or overly generic, both human connection and algorithmic accuracy suffer.
Automation Boosts, Authenticity Leads
AI is also beginning to play a maintenance role. As organizations embrace faster cycles of change, AI can prompt employees to update their pages or even generate draft summaries based on recent projects and internal communications. In an environment where information evolves faster than websites can, this kind of automated support helps keep team pages current and credible.
There is a deeper irony in this shift. As automation expands, human storytelling becomes more valuable. A brief, sincere paragraph about what a team believes or why they enjoy working together stands out amid the growing volume of machine-generated content. By 2026, authenticity may be the rarest and most sought-after form of digital capital.
From Page to Platform
The transformation of the About Us page is part of a broader realization: culture and communication are inseparable. What was once an optional marketing task is now a core expression of organizational life. Companies that treat team pages as living platforms for transparency, connection and purpose will have a strategic advantage as they compete for talent and trust.
Looking to 2026, expect the “About Us” page to move even closer to the center of organizational storytelling. Whether aimed at potential hires, customers or internal AI systems, these pages will serve as connective tissue between identity, information, and innovation. They remind us that even in an age of algorithms, the most compelling data point is still the human story.
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