Over the past decade, Online Reputation Management (ORM) has been a fundamental pillar for companies and executives navigating the turbulent waters of a crisis. The most common—and often effective—strategy involved “burying” negative news. The trick? Publishing sufficient positive, SEO-optimised content to push harmful information down to the second or third page of Google search results, where the general public rarely sees it. The assumption was that if negative content weren’t immediately visible, its impact would be significantly reduced, creating a model of “visibility as control”.

Now, let me explain why I believe AI has become the new gatekeeper of your reputation.

The landscape of digital reputation management has undergone significant changes since May. The emergence of Artificial Intelligence (AI)—particularly with the launch of Google Gemini and its “AI Overviews” (formerly known as Search Generative Experience or SGE)—has completely redefined the rules of the game.

The Paradigm Has Shifted: From Clicks to Direct Answers

The tactic of “burying” negative news is dead. AI has become the new gatekeeper of your reputation since it no longer merely displays a list of links for you to click through in search of information. Now, Gemini delivers “fully synthesised, conversational answers directly at the top of the search page, drawn from a set of trusted sources that Google’s AI models deem authoritative.”

This means direct, synthesised answers: “AI Overviews” aggregate content from multiple web pages and repackage it into a summarised, conversational response, shown directly at the top of the search results.

• Farewell to ‘zero clicks’: Users get their answers without needing to visit any website. If an “AI Overview” is negative, users may be less likely to click on brand-controlled assets (such as official websites or statements) to access a counter-narrative.

• AI generates the ‘best answer’: AI searches its vast database to provide the most relevant and authoritative information, regardless of whether it appears on page 1 or page 25 of traditional search results. 82.5% of citations in “AI Overviews” come from “deeper pages”.

• AI’s narrative becomes the new ‘truth’: Reputation management is no longer just about link positioning, but about shaping the narrative AI builds and displays directly. If the AI summary is negative or inaccurate, it immediately becomes the dominant perception for the user.

In essence, reputation in the age of AI is no longer buried—it is actively constructed and defended within the narratives generated by language models.

New Challenges and Risks in the Age of AI

AI, while powerful, is not infallible and introduces a host of new challenges:

• Hallucinations and misinformation: AI can generate inaccurate or misleading responses (so-called “hallucinations”) that can instantly damage a reputation. A single flawed summary can have a disproportionately large and immediate impact.

• Bias towards established sources: AI models tend to favour sources with strong domain authority and editorial presence (such as Wikipedia references), creating barriers for newer or less established brands.

• The authenticity paradox: While AI is used to combat fake reviews, the proliferation of AI-generated fake reviews makes it harder to distinguish truth from fabrication.

• Lack of empathy and human reasoning: AI can automate routine responses, but complex or emotional situations require human empathy and judgment. Robotic replies may exacerbate negative sentiment.

Strategies to Safeguard Your Online Reputation in the AI Era

In light of this new landscape, crisis management strategies must be proactive and multifaceted. These are the key pillars to protecting online reputation in the age where AI is the new gatekeeper:

1. In-depth AI Narrative Audit (Diagnosis)

Before taking action, it is crucial to understand how AI perceives and summarises your organisation’s reputation.

• Simulate critical queries: Conduct thorough searches on Google with Gemini enabled (as well as other LLMs such as ChatGPT or Bard) using terms a potential user might enter about your brand and the crisis.

• Analyse “AI Overviews”: Document each AI-generated summary, identifying key phrases, tone, and—critically—the sources cited. Pay close attention to “deeper pages” the AI may be referencing.

• Evaluate the E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) of negative sources. Asses the authority and reliability of sources cited for negative content.

2. AI-First Content Creation with E-E-A-T (Replacement Content)

The objective is to create content so authoritative, relevant, and well-structured that AI prefers to cite it, either instead of other less relevant but negative content or as context.

• Develop a proactive and transparent narrative: Maintain a clear and consistent stance regarding the crisis. Provide context and focus on resilience, accountability, and core company values.

• Create content that demonstrates E-E-A-T:

  • Experience: Publish detailed case studies, original research, and real-world problem-solving examples.

  • Expertise: Share technical articles, expert-led webinars, and educational content (with transcripts).

  • Authoritativeness: Include author bios with credentials; seek coverage in respected media outlets, awards, certifications, and partnerships with academic or professional institutions.

  • Trustworthiness: Ensure your site is secure (HTTPS), transparent (privacy policies), and consistent across online platforms (Google My Business, social media, etc.). Actively manage reviews and respond professionally.

• Optimise semantically and for natural language:

  • Direct question targeting: Craft content that answers users’ and AI’s potential questions—e.g., a “Frequently Asked Questions About the Investigation” section.

  • Natural and conversational tone: Write as though responding directly to a query.

  • Clear structure: Use headings, bullet points, numbered lists, and tables to organise information logically for easy AI scanning.

  • Structured data (Schema Markup): Use schema to signal content types and relevance to AI.

  • Multimedia and freshness: Incorporate high-quality videos, images, and infographics. Keep content up to date, particularly regarding the status of any ongoing investigation.

3. Authority Amplification and Content Promotion (Where and How to Publish)

Creating content is not enough—AI must be able to find it and recognise it as authoritative.

• Owned platforms (full control): Your official website, corporate blog, and professional social media profiles (particularly LinkedIn and YouTube for technical content) are essential.

• External authority sources (influence and credibility):

  • Official and multilateral bodies: Seek citations in official reports and collaborate with relevant organisations or initiatives.

  • Professional associations: Publish technical articles in their communications channels.

  • Academic institutions: Partner with universities on research projects and co-author scholarly articles.

  • Scientific journals and specialised publications: Publish in reputable trade or academic outlets.

  • NGOs and Think Tanks: Collaborate with socially responsible organisations—this reinforces trustworthiness in AI’s eyes.

  • Wikipedia (if applicable): Ensure your company’s page is accurate, neutral, and well-referenced with high-quality sources.

  • Backlink strategy: Prioritise acquiring high-quality backlinks from authoritative, industry-relevant sites—still a key signal of trust for AI.

4. Continuous Monitoring and Adaptation (Securing Replacement)

Influencing AI is a dynamic process requiring constant vigilance.

• Monitor “AI Overviews” and LLM outputs: Regularly re-run simulated queries to track how AI summaries evolve. Watch for hallucinations or inaccuracies.

• Correction and refinement process: If a negative or inaccurate “AI Overview” appears, produce even more authoritative content that directly addresses the inaccuracy, and amplify it through high-authority sources. Report issues to Google or the LLM provider when possible.

• Ongoing transparency: Maintain open and honest communication about the issue at hand, without compromising legal strategy (if relevant). Authenticity is valued by both AI and users.

Conclusion

Online reputation management has evolved from a game of search ranking to a battle over the narratives presented directly by AI. It is no longer about “burying” content, but about building a robust, authentic digital presence that AI recognises and values.

By adopting an AI-First content approach, demonstrating strong E-E-A-T, expanding your presence on authoritative platforms, and maintaining continuous oversight, your organisation can not only mitigate reputational risks but also emerge stronger than before in this new, demanding digital environment. The key lies in persistence and unwavering content quality, positioning your brand as a trusted and authoritative source in its field.

If you need support, contact us today. We’ll help you mitigate the risks of this new era, where AI is the gatekeeper of your reputation.