This study focuses on the growing importance of researchers, doctors or engineers in the online corporate discourse of American companies specialized in agrochemistry, oil and gas production, nuclear energy and pharmaceuticals. In order to characterize the function of corporate specialists, two corpora were analyzed. The first corpus comprises the homepages of the corporate websites available online between 2000 and 2015. The second corpus aims to characterize emerging web genres (interviews, video, product pages or blogs) where the specialists describe their mission within the company. For each corpus, analyses of the visual and textual content were carried out. Results highlight the essential role of specialists in circulating knowledge related to new technologies and to legitimize sometimes controversial techniques. As company members, specialists also contribute to redefining the company’s identity and activities: they promote a responsible approach to science, seeking to improve the living conditions of the most vulnerable people.