The AI Reputation Trap: Your Company May Not Appear The Way You Think It Does

Résumé détaillé

If the answer given by AI confirms what the founder already believes about the business, it becomes a lot easier to just accept it as is. But artificial intelligence can put…

Valentina Drofa is Founder and CEO at Drofa Comms, a PR firm for eminent finance and fintech brands.

​The more artificial intelligence develops, the more founders rely on it for market research. They look up competitors, potential partners and, perhaps most importantly, what their own companies look like from an outside perspective.​

That last part can create a false sense of confidence. AI can put together information from a number of different sources and give you a picture that, on first glance, appears perfectly coherent. But does the market actually see you that way, or is this description simply a reflection of how you’ve presented yourself online, compiled from your website, social media and whatnot?​

Being visible and having a reputation are two very different things, and confusing them can easily lead to business leaders misunderstanding their real position in the market. AI may be able to accurately state back to you the things that you have communicated about your business, but that doesn’t cover whether your target audience has noticed those messages and really associates your company with the image you want to be known for.​

There is a psychological trap here that business leaders need to watch out for. When they ask AI about competitors, they are, more often than not, going to be quite critical of the feedback. They’ll scrutinize the sources and look for what might be missing.​

But if they ask about their own company, the answers they receive might feel much more convincing. The company looks good, and the description sounds right, so why question it?​

• Press releases highlight product launches and notable achievements.​

When AI searches the internet for insights on the business, it’s pretty much inevitable that it is going to access these sources and produce a description that closely matches the self-image the company has.

Being known by the market means having a reputation in it, and reputation takes time and targeted effort to build.

Début de l'article, extrait de Forbes. Pour lire la suite, ouvrez l'article chez le média.