PR and authority in AI-driven times: why reputation matters more than ever

A blog article by Liesbeth Pyck, Managing Director of BePublic Group

Today’s communications landscape is evolving faster and more disruptively than ever before. At times, that can feel daunting, but above all, it is incredibly exciting. More than ever, I look at our profession with a sense of wonder and at how we can guide clients through what may well be the most turbulent professional rollercoaster of recent decades. AI is forcing us to rethink reputation. Alongside visibility and relevance, authenticity and authority have become more important than ever.

What impact does AI have on your reputation management?

Simply put, there has never been so much information circulating and we often no longer know what is real and what is not. With generative AI, anyone can create content within seconds. The line between fact and fiction is becoming increasingly blurred. Yet that is precisely why the value of recognizable, knowledgeable, and authentic voices is rising. We are once again craving real experts: people with a face and a vision, who take responsibility for what they say and substantiate their insights. And preferably through traditional media. Because journalists remain the gatekeepers of real news.

You may watch a video online of someone explaining their point of view, but you can never be entirely sure it is not a deepfake. That same relevance and credibility do exist when your message appears in a trusted press article. This enormous added value of traditional media, and therefore of PR in your reputation management, will only become more important in 2026.

But AI also has a purely technological impact on your reputation. It is no longer enough for people to know who you are. Algorithms must recognize you as a trustworthy source too. We are rapidly evolving from a search-engine culture to a question-and-answer culture driven by zero-click search. People looking online for information about your sector are no longer presented with a list of links, but with one consolidated answer.

The answer generated by an AI model is based on sources it considers reliable. And unsurprisingly, traditional media rank high on that list. Not only people, but AI systems also trust information published by established news outlets. A handful of strong press articles can influence how AI “thinks” and communicates about you.

AI remembers everything that has been published 

There is, however, a hidden risk: AI remembers everything that has ever been published. Negative press coverage, incomplete company information, or unclear statements can continue shaping how a model describes an organization for years to come. Companies that fail to communicate clearly during crises risk allowing inaccurate or incomplete information to dominate the narrative. One clear statement, one updated webpage, or one well-positioned Q&A can make a lasting difference in how a brand is summarized by AI systems years later.

I therefore believe that the role of reputation and crisis management is fundamentally shifting. PR is increasingly about authenticity and authority – towards both people and AI models. It is about being visible in the places that matter, with messages that are consistent, trustworthy, and recognizable. Organizations that succeed in doing so build reputations that endure, even as technology continues to set the pace.

But companies that spread poorly substantiated or fragmented messages, fail to respond quickly and effectively to negative press, or rely on the wrong communication channels will notice that AI either overlooks or misinterprets their messaging. Those who neglect their reputation leave room for others, or algorithms, to tell their story in their place.

AI is a catalyst for reputation management

We see that organizations today are primarily looking for calm and direction. They are searching for ways to stay resilient in a media landscape that moves faster every day. They want to understand which story they need to tell in order to remain relevant for both people and AI tools, but also where to launch that story and how to prepare for fake or negative news. And they need a reliable partner to guide them in reputation management, thought leadership, and the professional handling of crisis situations.

What excites me most is that brands with a clear voice will make the difference.

AI is not a threat to reputation – it is a catalyst. It forces organizations to honestly reflect on who they are, what they stand for, and which expertise they want to share. Brands willing to engage in that exercise will build reputations that are both human and machine-proof. They will not only be trusted, but precisely because of that, they will also be found.

Anyone who wants to understand how AI currently speaks about their organization, and how to take control of that narrative, does not have to leave it to chance.