AI shapes reputation - why PR is becoming vital for survival in the age of ChatGPT

Artificial intelligence is becoming a powerful opinion maker. More and more people today get their information from ChatGPT and similar systems — meaning AI now shapes how companies and their leaders are perceived. However, these systems’ responses are rarely neutral: they often revive past crises, oversimplify complex issues, and create narratives that can significantly impact a company’s image. A smart PR strategy and active reputation management are therefore more crucial than ever in the age of AI.

Artificial intelligence has long become a constant presence in our daily lives — from text generation to information retrieval. Even Google now relies on AI-powered overviews, and more and more people are turning to systems like ChatGPT as a replacement for traditional online research. But what information are these AI-generated answers actually based on?

Often, these systems draw on content that is far from flattering for companies. According to a recent study by FTI Consulting, around 80 percent of DAX-40 companies are associated with at least one risk in ChatGPT outputs — ranging from legal disputes to compliance issues. CEOs are also in the spotlight: the majority of them are linked to critical topics, in some cases even more strongly than their own companies.

 Active PR strategy – a key success factor in the age of AI

Once again, it becomes clear: the internet never forgets. Seventy-five percent of the risk cases mentioned by ChatGPT date back three years or more. From these, AI constructs a picture that shapes public perception over the long term — and often distorts it. In the age of AI, what matters is not only what companies do today, but above all how well they actively manage their story and narrative.

The good news: companies are not at the mercy of this mechanism. With a smart PR strategy and consistent reputation management, they can influence the picture that AI systems will paint of them in the future.

 Proactive communication also influences AI systems

Around 17 percent of DAX-40 companies appear in ChatGPT’s responses without any apparent vulnerabilities. Brands such as Daimler Truck, Hannover Rück, and Siemens are described as stable, strong, and responsible. What these companies have in common is their consistent communication management and the ability to build trust through clear narratives.

This demonstrates the power of a strong PR strategy in the age of AI: those who communicate proactively, provide transparent context during crises, and maintain a consistent external image shape not only traditional and social media — but also how they are perceived by AI systems.

For companies, this means:

• Transparency over silence – actively address and contextualize even older incidents.
  
  
• Crisis communication – use it to steer narratives rather than leave them to chance.
  
  
• Foster a culture of accountability – build credibility through openness.
  
  
• Establish proactive PR and thought leadership – take ownership of your story in a positive way.
  
  

This applies not only to companies but also to their executives. In the AI era, personal reputation plays a decisive role in building trust and credibility. With smart PR efforts, both corporate image and personal brand can be actively shaped and protected.

 Evernine – your experienced partner for PR strategy

AI already plays a major role in shaping how companies and their leaders are perceived. Those without a consistent communication strategy risk letting old crises and random narratives define their reputation. However, with smart PR work, it’s possible to take active control — influencing traditional media, social media, and even the outputs of AI systems.

This is exactly where Evernine comes in: as an experienced partner, we develop a clear PR strategy tailored to your needs, and upon request, handle the operational implementation — always with the new demands of the AI era in mind. Beyond corporate communications, we also strengthen the personal visibility of employees, up to the C-level. This not only enhances external perception but also directly impacts how AI systems portray your organization.

We’d be happy to show you in a personal conversation how Evernine can support you in this area.

Get in touch with us!