The new frontier of corporate communication in the era of artificial intelligence
This analysis, powered by Tinkle, an H/Advisors Iberia firm integrated within Havas, is based on the premise that reputation is no longer simply what a company communicates, but to a great extent now involves the conclusions drawn about it by AI systems. The challenge is to ensure that the messages conveyed are interpreted coherently and in line with strategic objectives, at all relevant algorithmic intersections. Based on this diagnosis, H/Advisors structures a working framework with three complementary dimensions: algorithmic communication, governance and reputation.
Reputation has ceased to be exclusively what a company communicates and has become, to a large extent, what AI systems conclude about it
For decades, corporate reputation was managed through a stable map of intermediaries (journalists, media, analysts and opinion leaders) as the stepping stones between organisations and their audiences. That map has been rewritten. Major generative artificial intelligence models such as ChatGPT, Gemini, Claude and Perplexity, among others, have established themselves as a new intermediary,filtering, summarising and hierarchically layering information before it reaches its ultimate recipient. Millions of daily queries turn these systems into a gateway to knowledge about companies, leaders, brands, products and institutions.
Download our WhitePaper to explore how AI is reshaping communication through Algorithmic Communication, Governance and Reputation, and how to tackle this changing environment.
