Is AI helping or hurting your brand’s reputation — and how do you know? | MMA / Marketing + Media Alliance
The Great Debates

Is AI helping or hurting your brand’s reputation — and how do you know?

AI systems can summarize, compare, recommend, omit, or mischaracterize a brand, often outside the brand’s direct control. That makes reputation management less about monitoring search results alone and more about understanding how AI describes the brand across different questions and contexts. The debate is how companies should monitor reputational risk when the answer can change by platform, prompt, location, and source mix.

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Sep 9, 2026 Global
Dr. Michael Pettiette Dr. Michael Pettiette Program Director, Marketing + Media Alliance (MMA) Marketing Org Strategy Think Tank, Faculty Member, University of Houston
Alex Sherman Alex Sherman CEO and Co-Founder, Bluefish
Noha Abdalla Noha Abdalla Chief Marketing Officer, Choice Hotels International
Kay Vizon Kay Vizon Media Director, Kroger, MMA Media & Data Board Chair
Shelly Palmer Shelly Palmer CEO, The Palmer Group

AI systems can summarize, compare, recommend, omit, or mischaracterize a brand, often outside the brand’s direct control. That makes reputation management less about monitoring search results alone and more about understanding how AI describes the brand across different questions and contexts. The debate is how companies should monitor reputational risk when the answer can change by platform, prompt, location, and source mix.

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