Consumer Trust

The Age of Algorithmic Reputation: How Will Brands Exist in AI-Generated Answers?

Today's consumers no longer simply want access to information; they are delegating a significant part of their decision-making process to algorithms. This suggests that we have moved beyond the concept of the Zero Moment of Truth, which has long been a cornerstone of marketing literature. As marketing and communications professionals, we have often interpreted this transformation through the lenses of sales, performance marketing, share of mind, and emerging media models. Yet a more critical issue is rising beneath the surface: reputation.