The Impact of AI Answer Engines on Reputation Management

Exploring how AI answer engines are reshaping brand reputation online

Samantha Stark

10/3/20244 min read

Tech shifts have always reshaped our industry, but I believe the current wave of generative AI is a different level of transformative. As just one example, AI-powered answer engines are fundamentally changing how people access and consume information online. This shift has major implications for how we need to approach reputation management and brand storytelling online.

That's why I recently moderated a panel for the Institute of Public Relations, bringing together Brian Snyder from Axicom, Caitlin Rourk of Dell Technologies, and Jeff Davidoff from InfluenceAI, all experts leaning into this shift. Our discussion explored how these AI engines are reshaping communications - some key insights emerged:

AI Answer Engines Are Different

AI answer engines are the next evolution of search, moving beyond the traditional list of blue links to provide concise, natural language responses to user queries. Think ChatGPT, Google's AI Overview, or Microsoft's Copilot.

Jeff Davidoff put it brilliantly when he said, "These AI engines are essentially like the 20 most influential people on the planet talking directly to your customers. You have no idea what they're saying." This analogy perfectly captures both the power and the challenge of these new technologies.

The Impact on Brand Reputation

The implications for brand reputation are significant. Brian Snyder noted that "most marketers that I speak with are focused on what I call the Inside Out view of AI and how it can really supercharge their teams' work. But it's my hope that after today's panel, we're going to have marketers and communicators really start to consider the outside in view of how AI may change the way that consumers and other stakeholders experience brands."

This shift requires a fundamental rethinking of digital reputation strategies. Caitlin Rourk emphasized the need for a holistic approach: "We've really tried to see this as a new dimension, just like any other dimension that we consider any lens that we look through as we consider our communication strategy and content strategy, both for good and for the potential for the many negative consequences that can come with this shift."

Preparing for the AI-Driven Future

So, how can brands prepare? I’m glad you asked:

· Monitor and Understand: Start by auditing how your brand appears in AI answer engines. What information is being surfaced? Is it accurate? Is it aligned with your brand messaging?

· Adapt Your Content Strategy: You need to shift the lens in which you’re evaluating your content to think about how it could be used as an input for these answer engines. Does this content serve as a clear answer, in more natural language, to a top question being asked about your brand.

· Embrace AI Tools: Jeff Davidoff emphasized the importance of using AI to understand AI. There are tools available that can help brands monitor and manage their presence in this new media landscape. And, you need to be using these tools yourself to truly understand them and adjust your strategy accordingly.

· Think Long-Term: This isn't a passing trend. As Caitlin Rourk pointed out, "Failing to adapt, and failing to make this a new lens through which we're crafting content, and also just our overall communication strategy, is a really easy way to fall far, far behind."

· Upskill Your Team: Ensure your team understands these new technologies and how to leverage them effectively. This may require new training programs and potentially new hires with specialized skills.

The Challenges of Remediation

One of the most intriguing insights from the panel was about the process of fixing inaccuracies in AI-generated content. Jeff Davidoff explained that remediation typically takes place over the course of a year. This doesn't mean it takes a full year to fix an issue, but rather that it takes time to ensure the changes stick.

Davidoff noted that the most effective way to influence these AI engines is through machine-to-machine interaction. As he put it, "We found that LLM to LLM interaction is really the magic difference." This suggests that the future of reputation management might involve AIs communicating with other AIs on behalf of brands."

The Rise of AI Agents

Looking to the future, AI agents will continue to reshape the online search landscape, and many other things for that matter. AI agents could proactively deliver news and information to users before they even ask for it, shifting from reactive to proactive AI could further personalize the user experience, potentially leading to even more fragmentation in how people consume information over time.

Brian Snyder emphasized the importance of considering these AI engines as influencers in their own right. He suggested that PR professionals should approach influencing these AI systems much like they've traditionally approached influencing opinion leaders.

The Road Ahead

The rise of AI answer engines represents both a challenge and an opportunity for brands. Those who adapt quickly and thoughtfully have the chance to significantly enhance their digital presence and reputation. However, the stakes are high – as Jeff Davidoff noted, "The brand reputation landscape has never been more chaotic or opportunistic."

Personally, I'm advising clients to take a hard look at their content creation processes. With GenAI tools making it easier than ever to produce content at scale, elevating both quality and uniqueness is critical. People are overwhelmed with content, making it much harder to break through the noise. Brands need to focus on creating truly valuable, insightful content that leverages their unique expertise and perspective. This might mean producing fewer pieces, but investing more in depth, originality, and presentation. Push your team to explore new channels or mediums. The goal is to create content that performs well in AI-powered searches and genuinely connects with your audience.

It's clear that the old playbook for digital reputation management is no longer sufficient. We need to be proactive, adaptive, and innovative in our approach. The future of digital reputation is evolving, and AI answer engines are playing a significant role in shaping it.

You can watch the full panel on YouTube here.