From print media to search engines, social media, and now AI-powered search, the way reputations are shaped has evolved with how we are consuming and engaging with information.
Twenty years ago, today’s newspaper was tomorrow’s fish and chip wrapper, and news had a relatively short lifespan. Once the conversation moved on, organisations moved on with it.
Then came Google. Stories no longer disappeared; they became searchable. Crises from years earlier could reappear if people knew what to look for.
Social media then accelerated things even further, with a single post, video, or community forum able to reignite scrutiny in a matter of hours.
Now, AI has entered the room, and rather than people needing to search through years of content themselves or knowing the right keywords to type into Google, LLMs can surface and summarise that information almost instantly.
Take Neutrogena’s latest apology for example; ten years ago, they ended a long running contract with Hayden Panettiere after she spoke out about her struggles with postpartum depression. The internet completely forgot about it and left it alone. However, following the tragic news of Panettiere passing, it resurfaced with social media sparking online discourse within a few hours.
The initial event, which took place over a decade ago, suddenly moved to the front of the algorithm and then into news feeds because the story is still there, available to anyone.
What changed here wasn’t the existence of the information, but how easily it can be found and how easily people can weigh in on the conversation.
Instagram comments, TikTok replies, Reddit forums and creator content can bring old stories back into public discussion, while AI-powered search makes those stories easier to discover, synthesise and share. Together, they’ve created an environment where reputational issues can escalate faster.
This raises an important question for organisations: what does reputation management really look like when your entire track record is only one search prompt away?
A brand can think a controversy has been resolved, but that doesn’t mean the internet has forgotten it. In 2026, what has changed is the context in which people discover it, and with AI, someone doesn’t even need to know the original controversy existed to find this information.
Recent reports show 84 per cent of sources come from third-party citations such as earned media, which means what others say about your organisation has never been more important. Earned media, reviews, and social discussions are making up the top sources people see when they ask questions about a brand.
What should businesses do now, as AI shapes their story?
- Audit your historical footprint
Rather than only monitoring current media, ask the questions customers, employees, investors and journalists might ask AI about the organisation. This will help to identify historical stories before they resurface.
- Don’t bury your head in the sand
Instead of trying to remove or ‘gloss over’ what happened, where appropriate, be proactive and publish what’s changed since then. Whether it’s external environments, company policies, or leadership, make it clear what you’ve learned, and what’s changed.
- Be prepared to respond quickly
Between social media and AI, the timeframe brands have to respond to emerging issues has become significantly shorter. Even one social media comment can gain traction quickly, shaping both public opinion and the information that artificial intelligence is surfacing. Consistent monitoring, and rapid response times are now essential components of reputational management.
The bottom line?
The reality is that very few organisations, or public figures will be able to leave controversial decisions wholly in the past. The brands that will be best positioned for their future won’t necessarily be those with perfect histories, they’ll be the ones that are transparent about what’s happened, what they learned, and what’s shifted.
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