Today, a brand’s reputation is no longer shaped only by what it says publicly. It’s increasingly defined by what appears in AI-powered search results and summaries.

LLM-based searches now account for a growing share of online discovery, with AI search traffic increasing more than 525% year-over-year as more than half of all adults turn to platforms like ChatGPT, Gemini, and Claude for answers, recommendations, and company research.

These platforms pull from several sources to shape how organizations are perceived. If those signals are inconsistent, outdated, or nonexistent, competitors gain the advantage and credibility suffers.

Take this quick assessment to evaluate your organization’s AI reputational risk and identify where to strengthen your visibility, authority, and market positioning to regain control of your narrative.

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1. How consistent is your core narrative across media, website, and executive channels?

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2. When was the last time your organization was featured in credible media (local, national, or trade)?

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3. How consistently are your executives sharing insights or perspectives publicly (e.g., LinkedIn)?

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4. How often do you publish owned content (blogs, white papers, POVs) on your website?

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5. When was the last time your website content was strategically updated (not just minor edits) for SEO?

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6. How often is your organization recognized in third-party validations (awards, “top” lists, rankings)?

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7. Are you utilizing paid media and advertising to support your brand visibility efforts?

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8. When was the last time you checked how your brand is represented in AI tools (ChatGPT, Gemini, Claude, etc.)?

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