Who should own maintenance and approval for updates to the business brain?

Maintenance and approval should be clearly assigned to a responsible owner, typically the client or a partner who understands the client’s business. That person or team keeps the approved facts, Q&A and images current, and coordinates updates for consistency across the Digital Twin. The Own The Conversation pathway supports this ongoing care, but governance still matters to avoid drift or inconsistent messaging. Set a cadence (for example quarterly reviews) and define who signs off on changes so the Digital Twin remains a reliable, AI-friendly representation of the business.