OPINION. In the AI era, reputation will be decision infrastructure
Durante décadas, as empresas construíram reputação para influenciar decisões humanas. Agora, parte dessas decisões será delegada a máquinas. Isso pode parecer (apenas) um problema de marketing e comunicação, mas é uma mudança profunda na maneira como empresas, produtos e até setores inteiros serão avaliados, comparados e escolhidos. Em uma recente conversa no Google sobre inteligência […] The…
The rise of artificial intelligence is transforming how companies are evaluated and chosen. According to a recent report by Bain, 77% of consumers in Brazil already use AI, and 43% use Large Language Models to assess products and services. As AI begins to participate in decision-making, companies must adapt their communication strategies to be considered reliable sources for machines.
This shift requires companies to build trust not only with human stakeholders but also with AI agents, which will rely on publicly available information to form judgments. As a result, reputation is becoming an infrastructure for decision-making, where consistency between a company's claims and evidence will be crucial.
Written by urgent.news from Brazil Journal's report — not a translation of it. Machine-written — may contain errors; check the original before relying on it.
