Research · September 2026
The AI Reputation Audit.
From message control to signal alignment.
AI does not form its view of an organisation from the website alone. It compares what you say, what you appear to do and what others record.
This report provides a practical framework for auditing that public record before a journalist, investor, client or competitor does.
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Inside the report
Questions the report helps answer
- What picture does AI build of our organisation from the public evidence it can find?
- Which sources are shaping that picture, and which carry the most credibility?
- Where do our stated position, visible behaviour and external record contradict one another?
- Which gaps should we address first, and how can we track whether the picture is improving?
Framework extract
The three layers of public evidence
| Layer | What it covers | Examples |
|---|---|---|
| Declared Narrative | What you say about yourself | Website, company pages, leadership bios, published positioning |
| Observed Behaviour | What you appear to be doing | Hiring, job listings, executive commentary, product and pricing signals |
| External Validation | What others say or record | News coverage, reviews, interviews, forums, directories and filings |
The audit maps sixteen source types across these three layers. For each source, it asks what AI can read from it, what it cannot know, what it means for reputation and where the organisation can influence the signal.
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Want this done for your organisation? We run the AI Reputation Audit for you.
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