AI shapes brand perception

Customer reviews and generative AI are now central to how brands are perceived. Consumers increasingly rely on AI for product and service recommendations, with 58% of consumers using generative AI for such advice, according to Capgemini (January 2025). AI tools like Google AI Overviews reach over 2 billion people monthly, and 51% of B2B software buyers start their research with chatbots, as reported by G2.

AI synthesizes from training data and real-time searches

Large language models (LLMs) do not form opinions about brands but instead synthesize information from two sources: their training data, which includes press, Wikipedia, forums, and reviews, and real-time search results from queries like "[brand] reviews" or "[brand] problem reddit." These real-time results influence AI responses and are based on classic SEO practices.

Brand adjectives and comparisons influence AI

The adjectives associated with a brand and the brands it is compared to significantly impact how AI presents it. Ahrefs found that the mention of a brand on the web correlates strongly with visibility in AI Overviews (0.664), more than backlinks (0.527) or brand search volume (0.392). Customer reviews are a rich source of adjectives and are cited more frequently in AI responses.

Effective reviews require volume, freshness, and responses

For reviews to be effective, they need volume, freshness, precision, and responses. A single negative review is noise, but recurring complaints form a pattern that AI highlights. Reviews should be factual, precise, and include responses from the company to provide context. According to the FTC rule effective in the U.S. since October 2024, fake reviews are subject to civil penalties.

Crisis management must adapt to AI

A crisis can persist in AI responses for 12 to 18 months, as the AI's memory retains information. Crisis resolution requires detection, reaction, fixing the issue, and restoration. Detection involves monitoring AI responses and spikes in one-star reviews. Reaction includes publishing factual statements and responding consistently.

Four levers to regain control

Four levers to regain control include observing AI responses, repairing frequent complaints, maintaining a regular flow of reviews, and harmonizing brand information across platforms. SEO and reputation management are now intertwined, as both ensure the right pages are found and that they say the right things. Initial steps include testing buyer questions in AI, correcting false information, responding to old reviews, and creating a crisis plan adapted for AI.