For decades, corporate reputation management followed a familiar playbook. Build awareness, secure coverage and communicate consistently.
While that approach still matters, it’s no longer enough.
Today, reputation is formed in a more complex environment. Customers, stakeholders and journalists are no longer relying on a single source of information. Instead, to build a view of a brand or organisation, they are turning to AI platforms that draw on a network of systems such as review platforms, social channels, industry rankings, and forums.
Each of these sources reinforces, challenges and validates the others. They are collectively shaping how an organisation is understood as large language models (LLMS) such as ChatGPT, Copilot or Gemini, collate insights together from these sources to form a cohesive, more complete view.
According to research by SEO specialist Search Logistics (April 2026), 37 per cent of consumers start a search with an LLM, instead of using a traditional search engine.
It’s this shift towards evidence from trusted sources over brand key messages that is shaping how organisations are described and recommended at scale.
Modern reputation operates across two systems
In the past, organisations could guide audiences through a relatively structured journey. A potential customer might see an advertisement, visit a website, read a brochure and speak with a sales representative.
In today’s landscape, the decision-making process is fragmented, shaped by factors beyond a brand’s reach.
One system is human-led, driven by relationships, emotion and lived experience. For people, trust is shaped through word of mouth and firsthand interactions.
Trust within AI is built differently. It is derived from structured data, independent validation and consistent information across multiple sources.
While there is overlap, the signals that influence each system are not identical. This becomes even clearer when you look at how trust is formed across different industries.
How trust differs between people and AI
The way organisations or brands are perceived depends on the sector and who or what is influencing them. For example:
- Finance: Trust in people is shaped by advisers, peers and media. However, credibility in AI is more likely to come from regulatory data, official websites and independent research.
- Manufacturing: Human trust built through trade relationships and word of mouth. In contrast, AI signals focus on technical specifications, certifications and compliance.
- FMCG: Consumers rely heavily on social proof such as recommendations from friends or creators. AI, however, leans on structured product information, retailer listings and consistent third-party validation.
Across sectors, the pattern is consistent. What builds trust with people is not always what is recognised or surfaced by AI systems.
The role of communications is changing
This evolution is reshaping the role of PR and communications teams.
Reputation is no longer a challenge shaped only by what an organisation communicates through campaigns, brand messaging and positioning. It is defined by external evidence that is surfaced across media, digital platforms and LLMs.
The organisations gaining traction are not necessarily producing more content, but are building stronger, more connected networks. This ensures a coherent and credible, evidence-backed story wherever someone looks, whether human or machine.
For communications leaders, this demands a shift in mindset. It requires a more deliberate and structured approach to building and maintaining reputation across multiple channels.
In today’s environment, reputation is not defined by what you say about your organisation. It is described by what others can verify when they look for it.
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