Percepto, a digital reputation company, has unveiled groundbreaking research on the influence of generative AI (GenAI) tools like ChatGPT on online reputation management (ORM). The study highlights the connection between GenAI-generated information and Google Search Engine Results Pages (SERPs), particularly focusing on its impact within the financial sector.

1. Study Overview and Objectives
The research analyzed the online presence of high-profile financial professionals across ChatGPT and Google Search. It sought to understand how ORM practices influence the information generated by AI tools.

2. Key Insights from the Research

• Overlap Between ChatGPT and Google SERPs:

  • 50% of links cited by ChatGPT were also found within the first five pages of Google Search.
  • Of these, 88% appeared on Google’s first page (top 10 results).

• Dominant Sources:

  • Company websites were the most frequent source of information referenced by ChatGPT.

• Sentiment Analysis:

  • Negatively skewed queries were more likely to source data from news outlets.

3. Expert Commentary
Ran Blayer, CEO of Percepto, emphasized the evolving role of AI in reputation management:

“Over the past 18 months, Percepto has monitored ChatGPT to evaluate its potential implications for client reputation, particularly its research mechanism. Our findings reveal a need for strategic curation of online assets to ensure accurate and favorable representation.”

4. Implications for ORM Strategies

• Positioning and Sentiment Management:
  Businesses and individuals must actively shape their digital footprint to promote positive and accurate information across both search engines and AI-driven platforms.

• Platform Focus:
  A significant emphasis should be placed on optimizing company websites and official profiles, as these are key sources for AI tools like ChatGPT.

• Strategic Considerations for Reputation Experts:

  • Monitor and influence sentiment trends across major platforms.
  • Ensure online content aligns with brand goals and projects a positive image on SERPs and AI-driven summaries.

Percepto’s study underscores the critical intersection of AI tools and ORM strategies, revealing how generative AI platforms like ChatGPT are reshaping the digital reputation landscape. To maintain a competitive edge, businesses and individuals must adapt their ORM tactics to account for this dual influence from search engines and AI systems.