AI Reputation Management London | Wick Advisory

Reputation Intelligence

Reputation Management London, Reputation
is everywhere.

Every channel your audiences inhabit shapes how they understand you.

It starts with the people closest to you.

Your customers, clients, buyers, partners and followers are already shaping your reputation through what they experience, what they repeat and what they say when you are not in the room.

Media takes that story further. Press coverage, broadcast appearances and trade features can move an organisation into new conversations, build authority and put it in front of the people who matter.

Then come the creators, communities and platforms driving attention in real time. In some sectors, they shape perception faster than traditional media ever could. The challenge is knowing where influence really sits, who your audience listens to and which conversations have the power to shift opinion.

AI search is now part of that reputation landscape.

Before a meeting, investment, partnership or commissioning decision, someone may ask ChatGPT, Google AI Overviews or Perplexity who you are, what you stand for and whether you can be trusted. The answer can shape the room before you enter it.

Reputation is everywhere. In conversations, coverage, communities, search results and AI-generated answers. The organisations that understand that are the ones that stay visible, credible and in control of their story.

The AI Reputation Gap

Every organisation has a story it wants to tell. The question is whether AI understands it.

The AI Reputation Gap is the distance between four things:

1

What your organisation or brand is

2

What information exists about it online

3

How AI interprets that information

4

What stakeholders ultimately learn

When these fall out of alignment, reputational risk follows, often without the organisation ever knowing.

Methodology

The Wick Advisory AI Reputation Framework™

At the heart of our AI Reputation Intelligence offering is The Wick Advisory AI Reputation Framework™, a structured methodology for understanding how reputation is formed in an AI-driven information environment.

Reality

What your organisation actually does, stands for and delivers.

↓

Visibility

The information, content and signals that exist about your organisation online.

↓

Representation

How AI platforms such as ChatGPT, Google AI Overviews, Claude and Perplexity describe your organisation.

↓

Perception

What stakeholders learn when they ask AI about your organisation, leadership or industry.

↓

Influence

How those perceptions shape trust, reputation and decision-making.

By identifying gaps between reality and representation, organisations can strengthen their visibility, credibility and influence across the platforms increasingly shaping stakeholder perceptions.

What we do

AI Reputation Audit

We assess how the major AI platforms (ChatGPT, Google AI Overviews, Perplexity and Claude) describe your brand, organisation, leadership and sector.

Narrative Analysis

We identify the inconsistencies, omissions and legacy narratives that quietly shape how stakeholders perceive you.

Competitive Benchmarking

We compare how you are represented alongside your competitors and peers.

Strategic Recommendations

We provide practical steps to strengthen the body of information these tools draw on.

Why it matters

AI Overviews now appear on roughly 60% of US Google searches, and around 80% of the sources they cite don't rank organically in traditional results.

This means the playbook that built your reputation in search no longer governs what AI tells people about you. The organisations that understand this shift early will shape their AI narrative. Those that don't will have it shaped for them.

Why Wick Advisory

Our experience spans international affairs, crisis communications, corporate reputation, public policy and strategic communications. We help organisations navigate complex reputation challenges in a fast-changing information environment, and bring that judgement to a discipline most firms are only beginning to understand.

Related capabilities

Our broader communications practice

AI reputation is shaped by the quality of your communications, media presence and stakeholder relationships. Our wider practice covers the disciplines that feed directly into how your organisation is perceived online, in the press and across AI platforms.

Strategic Communications →Integrated reputation and communications strategies for organisations, executives and founders.Crisis Communications →Rapid-response communications when your reputation is under pressure.Stakeholder Engagement →Frameworks for engaging investors, policymakers and the public.Narrative Building →Developing the core stories that shape how your organisation is understood.

Common questions

Frequently asked questions

What is AI reputation management?
AI reputation management is the practice of understanding and influencing how AI platforms such as ChatGPT, Google AI Overviews, Perplexity and Claude describe your organisation, brand and leadership. As stakeholders increasingly use AI to research organisations before making decisions, how your brand is represented in AI-generated answers has become a core part of reputation management.
What is an AI Reputation Audit?
An AI Reputation Audit assesses how the major AI platforms describe your organisation, brand, leadership and sector. Wick Advisory conducts audits across ChatGPT, Google AI Overviews, Perplexity and Claude, identifying gaps, inaccuracies and opportunities to strengthen your AI presence.
What is GEO or Generative Engine Optimisation?
GEO (Generative Engine Optimisation) is the practice of optimising how your brand appears in AI-generated answers. Unlike traditional SEO, which focuses on search engine rankings, GEO focuses on ensuring AI platforms accurately and favourably represent your organisation when users ask about your sector, competitors or organisation.
How does AI affect my organisation's reputation?
AI platforms such as ChatGPT and Google AI Overviews are now used by journalists for research, investors for due diligence, prospective clients comparing providers, and policymakers understanding industries. The answers they receive can shape perception before they ever visit your website. Organisations that understand and manage their AI presence are better positioned to shape their narrative.
Which AI platforms does Wick Advisory cover?
Wick Advisory audits how an organisation is described across the major AI platforms currently in use: ChatGPT (OpenAI), Google AI Overviews, Perplexity, and Claude (Anthropic). These platforms collectively represent the primary AI-driven touchpoints where stakeholders may encounter information about your organisation.
What is the Wick Advisory AI Reputation Framework?
The Wick Advisory AI Reputation Framework™ is a proprietary methodology for understanding how reputation is formed in an AI-driven information environment. It maps five sequential layers: Reality (what the organisation actually does), Visibility (what information exists online), Representation (how AI platforms describe the organisation), Perception (what stakeholders learn from AI), and Influence (how those perceptions shape decisions). By identifying gaps between reality and representation, organisations can take targeted action to strengthen their AI presence.
Can Wick Advisory improve how my organisation is described by AI?
Yes. Following an AI Reputation Audit and Narrative Analysis, Wick Advisory provides Strategic Recommendations — practical steps to strengthen the body of information AI platforms draw on. This includes improving the quality, accuracy and prominence of online content, ensuring AI platforms have access to authoritative, well-structured information about your organisation.
What is the AI Reputation Gap?
The AI Reputation Gap is the distance between four elements: what an organisation actually is; what information exists about it online; how AI interprets that information; and what stakeholders ultimately learn. When these fall out of alignment — because online information is incomplete, outdated or inaccurate — reputational risk follows, often without the organisation ever knowing.
Where is Wick Advisory based?
Wick Advisory is a boutique strategic communications and PR firm based in London, working with clients across the UK and internationally.

Find out how AI describes your organisation

Request an AI Reputation Audit and see what your stakeholders are really learning.

Request an AI Reputation Audit →