5 tips for using artificial intelligence in reputation management

by | Jul 13, 2022 | Public Relations

In today’s digital news and social media age, monitoring what’s being said about your brand is becoming increasingly difficult. Things aren’t as they used to be, where someone who had a bad experience with a company would have just told a few people. Now, they can publish their views online and reach many people.

Many organizations are therefore adopting artificial intelligence to assist them with tackling PR and reputation management at scale. With this adoption comes intelligent automation that helps companies identify opportunities and threats. This article discusses how you can use artificial intelligence in reputation management.

1. Gain insights into the market trends

The volume of marketing data companies need to review makes monitoring and marketing data analysis increasingly difficult. Yet it’s undoubtedly crucial—the more insights you have about your customers, and market trends, the higher your profits can be.

AI tools make it easier for companies to monitor online conversations and provide valuable marketing and sales insights on consumer trends and interests. Nike is an excellent example of a company that has leveraged AI tools in its sales and marketing efforts.

Nike launched a system that allows potential customers to design their sneakers in-store. Creating personalized shoes is a differentiator in a competitive marketplace. Many people loved the initiative. The program generated valuable data.

5 tips for using artificial intelligence in reputation management


Nike can leverage the insights from this data to design products and deliver personalized recommendations to customers. It’s a win-win for the company and the customer base.

2. Improved monitoring of key channels

Businesses receive feedback and reviews on social media. That can be in the form of positive reviews or negative feedback.

Therefore, a business needs to have monitoring tools to track online reviews. Through reputation management software, you can monitor mentions on social media and identify bad reviews that may lead to bad publicity.

Good examples of tools that track online reviews include Hootsuite, Talkwalker, and Nexalogy. Their AI algorithms ensure that any online mentions are analyzed and classified as positive reviews or negative reviews. Managers can quickly act upon negative content to guard their company’s reputation.

5 tips for using artificial intelligence in reputation management


For instance, Revinate, a hospitality company, wanted to analyze consumer feedback and measure its online presence. They adopted an AI text analytics tool to create lists of custom topics, follow trending topics as they evolve, and compare sentiment scores across organization-specific metrics.

As a result, Revinate gives its customers the ability to measure consumer sentiment in critical categories in the hospitality industry: rooms, staff, service, and more.

3. Control fake news

Fake news has fanned the flames of distrust toward media, politics, and established institutions. As such, it is vital to monitor and flag content misinformation in real time. Once misinformation starts propagating, it’s hard to convince people that the information is false, especially when it confirms their biases.

Artificial Intelligence for reputation management helps by providing certain elements that help in rating news for authenticity. AI has complex programs that allow it to comprehend the tenor and language of the content posted. Ideally, it helps find words or patterns that show fake online stories using natural language processing.

5 tips for using artificial intelligence in reputation management


Companies that have embraced AI in fighting fake news, such as French news media, have already sprung into action. They opened a fact-checking service and use powerful tools that have proven helpful in debunking false news items.

Some of the best AI tools for tackling fake news include The Factual, Logically, Full Fact, and Fabula AI.

4. Personalize customer experience

The importance of a business providing a personalized user experience to customers cannot be overstated. The goal is to give users what they want without them having to ask for it. Consequently, it keeps customers engaged and satisfied with the business because they use less time and effort to find what they want.

AI helps collect consumer data on social media platforms and purchase history, enabling you to understand the exact demands of a customer. AI can also create a framework and an effective style guide for achieving personalized experiences that give your brand a better reputation.

Starbucks has always placed a high value on its customers’ unique needs. The company uses predictive analytics powered by AI to process customer data to deliver personalized marketing messages to customers who’ve installed their app.

The messages include suggestions for when people approach their stores and discounts aimed at increasing their usual expenditure. In addition, through their AI-powered app, customers can place their orders directly from their phones through voice commands.

5. Collect customer testimonials

Businesses have an excellent opportunity to boost their online image by using online testimonials from satisfied customers. A company must highlight good feedback and positive content from clientele as part of its reputation management strategy. That includes gathering customer testimonials to show how valuable the company’s products are.

For this reason, any brand can incorporate the use of AI to compile positive comments and testimonials to build its reputation. Adding these testimonials to your website or social media platforms builds trust with your customers.

5 tips for using artificial intelligence in reputation management


To assess what customers are saying on social media, AI uses advanced data analysis techniques in social listening tools. An excellent example is Hootsuite Insights, which allows you to monitor feedback–whether negative content or positive reviews—about your brand on social networks. With these tools, you can zero in on constructive and positive testimonials.

In closing

Artificial intelligence is the key to unlocking the benefits of reputation management. AI helps you gain insights into market trends, keeps an eye on critical channels, and prevents fake news from spreading. It also uses complex algorithms that give customers a seamless customer experience.

AI also helps companies collect customer feedback to enhance their operations. Using AI in reputation management is your best bet for maintaining a positive business reputation that convinces potential customers to engage with you.

Ashish Gupta
Ashish Gupta is former Tech Lead for Machine Learning at Google AdWords (6 years) and a quant developer on Wall Street. Co-Founder & CEO of Polymer Search, the first no-code solution to make structured data more accessible. His goal is to help anyone extract exactly what is driving their performance metrics, or ad spend, at any level of detail, and without special data science knowledge.