Christine Wetzler emphasizes the significant impact of AI on brand perception as consumers increasingly turn to AI tools for information. Traditional web traffic patterns are shifting, with fewer people visiting multiple sites. Instead, AI models like ChatGPT provide responses based on historical data, making it crucial for brands to manage their digital presence. Brands risk misrepresentation if their content is outdated or irrelevant, as inaccuracies can harm their reputation, underscoring the need for proactive communication strategies in the age of AI.
Generative AI isn't powered by real-time browsing or fact-checking. These tools update in training cycles and build content based on patterns...
If your brand isn't included in the response, that's a missed opportunity. But if it's included and paired with the wrong product, an old partnership or a forgotten tagline, that's a reputational risk.
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