{
  "id": 17950069,
  "title": "The Gen Zers you call when the chatbots are talking smack",
  "url": "https://urgent.news/2026/11/03/the-gen-zers-you-call-when-the-chatbots-are-talking-smack",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-03T10:05:02.000Z",
  "source": {
    "name": "Business Insider",
    "slug": "business-insider",
    "url": "https://www.businessinsider.com/online-reputation-managers-gen-z-ai-public-relations-stragey-geo-2026-11"
  },
  "original_language": "en",
  "account": "Megan Shears and Icy Wong, both young professionals, joined a London-based reputation firm called Michael Macfarlane Associates without typical backgrounds. One day, a wealthy individual found themselves in a public scandal when an embarrassing incident with a flashy car went viral, with TMZ and local news covering the story. On Reddit, a commenter called the rich man a \"douchebag.\"\n\nThe firm's owner, Michael Macfarlane, is concerned about how chatbots portray his clients and how AI search is changing the landscape of reputation management. To combat this, Macfarlane relies on his young employees, fluent in the vernacular of the \"Extremely Online,\" to manage his clients' online presence. They use platforms like Reddit to create an information environment that mitigates the impact of negative AI-generated content about their clients.\n\nMacfarlane's firm employs two dozen Gen Z staffers who are well-versed in AI search and social media, allowing them to create content that can overpower the negative information surfacing about their clients. By participating in Reddit threads and engaging with the online community, they can shape the narrative surrounding their clients and protect their reputations in an increasingly digital world.",
  "summary": "When the ultrarich want a reputation makeover, they call these Extremely Online Gen Zers.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}