The gap between AI reputation and brand reality is growing fast
We spent decades at the top of consumer technology publishing — writing, editing, and shaping the articles that now sit in the training data of AI models. We've watched, up close, how AI platforms decide what to say about a brand. And we've seen brands get it badly wrong.
The problem isn't just technical. It's editorial. AI platforms don't just crawl your website. They synthesise opinion from thousands of sources — reviews, forum discussions, media coverage, social content — and form a composite view of your brand that can be deeply unfair, inaccurate, or simply invisible.
Traditional SEO agencies can't solve this. They don't understand how editorial content is weighted by AI, or which outlets actually move the needle. We do. Reputable was founded specifically to bridge that gap: bringing real editorial expertise to the emerging science of Generative Engine Optimisation.
We're not a data dump. We're a consultancy. Every report we produce is informed by the same editorial judgement we've applied throughout our careers — we tell you what matters, why it matters, and precisely what to do about it.