Generative AI, once a staple of science fiction and theoretical debates, is now a cornerstone of modern technology. It’s here, it’s now, and it’s revolutionizing how we live, work, and manage reputations online. A groundbreaking study by Percepto Digital sheds light on how tools like ChatGPT are shaping online reputation management (ORM) and what this means for individuals and businesses.
The Percepto Study: A Deep Dive Into AI and Search
Percepto’s research investigates how ChatGPT sources information and compares it to Google, particularly focusing on high-profile figures in the finance industry. By analyzing sentiment, platform type, and Google rankings of ChatGPT’s sources, the study reveals critical trends in shaping public narratives.
Key findings include:
- Overlapping Sources: Half of ChatGPT’s references also appeared within Google’s top five pages, with 88% originating from the first page.
- Source Preferences: ChatGPT shows a strong preference for company websites, professional profiles, and news outlets. However, when asked negatively skewed questions, ChatGPT relied more heavily on news outlets.
- Sentiment Distribution: Most sources were neutral (55%) or positive (40%), with only 5% negative. This reinforces the need for proactive management of both positive and negative narratives.
AI: No Longer a Thing of the Future
Generative AI has moved beyond sci-fi into practical applications that dramatically change ORM strategies. Unlike traditional search engines that return a list of links, ChatGPT generates definitive paragraphs from its sources. This ability to distill narratives creates specific brand perceptions that can influence public opinion if left unchecked.
Ran Blayer, Percepto’s CEO, remarked, “The more we investigated ChatGPT’s impact on our clients’ reputations, the clearer it became that the stakes are high. These insights are transformative for ORM strategies.”
The Research: Methodology and Insights
The study centered on 30 high-profile finance professionals across Europe, the UK, MENA, and Asia. Percepto posed three types of questions to ChatGPT—neutral, suggestive, and negative—and compared the results with Google’s first five pages.
Findings:
- Controlled Assets Matter: Company websites and professional profiles accounted for 63% of ChatGPT’s sources. These controlled assets proved vital in ensuring positive or neutral narratives.
- Impact of SEO: While 44% of sources appeared on Google’s first page, only 6% were found on pages two to five. This underscores the importance of SEO in influencing ChatGPT’s content.
- Negative Sentiment Mitigation: For negative queries, ChatGPT leaned heavily on news outlets, highlighting the need to manage media relations proactively.
Broader Implications for ORM
The findings point to a critical truth: the internet is often a first impression, whether through Google or AI-generated responses. To stay ahead, businesses and individuals must:
- Strengthen corporate websites and professional profiles.
- Maintain consistent, accurate messaging.
- Actively monitor and address negative sentiment.
Recommendations for the Future
Percepto’s study offers practical steps to adapt ORM strategies to this AI-driven landscape:
- Invest in Controlled Platforms: Strengthen the digital presence on company websites, personal profiles, and professional networks.
- Engage with Media Proactively: Manage relationships with news outlets to influence narratives effectively.
- Expand Research: Explore ChatGPT’s interaction with other search engines, industries, and more specific queries to gain a broader understanding.
The Changing ORM Playbook
With AI increasingly influencing search results, reputation managers must adapt to balance traditional search engine optimization with AI-driven strategies. As Percepto’s research reveals, maintaining a robust online footprint across authoritative platforms is no longer optional—it’s essential.
Since 2007, Percepto has managed the digital presence of companies and high-profile individuals globally. With a team of innovative thinkers and strategists, Percepto helps clients build robust online narratives, safeguard reputations, and adapt to emerging challenges. By staying at the forefront of digital strategy, Percepto ensures its clients’ reputations withstand the test of time and technology.
For more details, access Percepto’s full white paper online.
