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Every company now has two reputations — the one AI tells, and the one its stakeholders actually hold. This is where we explore the gap between them, and what to do about it.
AI is fast becoming one of the most influential channels shaping how a company is discovered, interpreted, and judged, often before a single stakeholder has spoken to another human being about it. That deserves real attention.
What you’ll find here is all our thinking on the topic, including:
01
Why AI functions as a channel, not a stakeholder, and why that distinction matters more than it sounds.
02
The gap that can open up between what AI says about a company and what its real stakeholders believe.
03
The hidden cost of managing your AI narrative at the expense of the people who actually decide your future.
04
The reputational risk a company creates through its own use of AI — from job losses and AI slop to misinformation and the environmental cost of the infrastructure behind AI — whether or not it ever talks about it publicly.
05
Whether visible human judgment is becoming a genuine trust signal in an AI-saturated world, or something else entirely.
06
What a credible, repeatable way of tracking all of this actually looks like.
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We’re also hosting a live conversation on this topic in October, bringing together perspectives from communications, PR, marketing, and risk. We’d love to see you there.
