This post first appeared in Anthony Bullick’s Daily Post column.
Artificial intelligence (AI) is continuing to play a critical role in shaping a brand’s reputation online, with the technology bringing opportunities as well as risks.
While platforms such as ChatGPT are commonly known, and used, by organisations as they explore how best to utilise the tools in their day-to-day operations, the impact of AI across the digital landscape is impacting stakeholders’ thoughts and opinions.
Third party sites like Google and Tripadvisor are feeding AI-generated content to users, while social media are utilising the technology to make it easier than ever for people to share their thoughts and reviews.
In addition, there is the risk of misinformation bring treated as fact, with the inaccuracies potentially leading to negative reputations.
To understand how AI is affecting how your company is perceived, go on a typical user journey, which is commonly started by typing your brand name into Google.
For years, the initial focus has been what results are shown on page one. However, attention should now be drawn to the very top of the page where the search engine giant often displays AI-generated copy summarising key information it thinks the user requires.
The block of text is based on what already exists on the web, from your own website to review sites and media outlets.
The risks here are two-fold: the first is whether the AI tool is painting a fair and representative picture of your business, and the second is that any negativity that exists, can be highlighted.
Ensure your website is up to date and accurate with key messages clearly conveyed, boost average review scores with genuine positive feedback, and secure media coverage in trusted outlets to help boost your reputation in the AI overviews.
Sticking with Google, non-branded searches for products or services you offer can also return an AI-generated overview. Is your organisation included? Are your competitors?
Customers engaging with review sites such as Tripadvisor are also being fed AI-summaries of recent feedback and scores left. What picture is being painted of your company?
As well as the risks, there are opportunities for firms to harness the benefit of AI. For example, it allows for sentiment analysis to be easily and quickly completed.
What are people saying about you online? Is it positive, negative, or neutral? What topics or themes are frequently discussed?
It can also predict an issue or crisis if sentiment is changing rapidly, helping you to stay ahead of reputational challenges.