How is your company’s reputation perceived by generative artificial intelligence tools? Textual Comunicação and SocialData have joined forces to answer this question with Gap Map Reputacional, a solution that analyzes and measures the current and potential reputation of companies or products in AI tools and identifies the dimensions that need to be strengthened.
The product is based on the Connected Reputational Intelligence Indicator (IRC), which combines technology, data analysis, and expertise in reputation management. The IRC is calculated by scanning and analyzing information found about a company in generative AI tools, such as ChatGPT, Gemini, and Claude, and classifying this evidence into reputational dimensions. On a scale from 0 to 10, the indicator makes it possible to track both the current situation and the reputational potential identified in the analysis.
The Current IRC shows how the company is perceived by AI tools today, based on the evidence they find and associate with the organization. The Potential IRC, in turn, indicates the room for improvement, considering existing evidence and attributes that the company already possesses but that are not yet sufficiently associated with it in AI-generated responses. The difference between the two indicators forms the Gap Map Reputacional, which reveals the main gaps and identifies which dimensions can be strengthened.
“Verifiable evidence is the name of the game when it comes to brand perception in generative AI. And our indicator is the ultimate test, enabling organizations to track over time whether their reputation in AI reflects their actions and the full range of their communication efforts,” highlights Carina Almeida, Managing Partner and President of Textual Comunicação.
“One of the distinguishing features of Gap Map Reputacional is that it reveals the gap between what an organization is, what it can demonstrate, and what still needs to be associated with it,” explains Flavio Ferrari, partner at SocialData, a leading company in metrics and innovation, who headed major media research institutes in Latin America for more than three decades.
Beyond GEO diagnostics
Gap Map Reputacional goes beyond a GEO (Generative Engine Optimization) diagnostic, which assesses how content and information are structured to be found, understood, and used by generative AI tools.
“Our solution goes further by examining how AI tools associate the attributes that differentiate a company, brand, or product. This is what we call Attribute Binding Optimization, or ABO,” highlights Flavio, who also chairs the High Impact and Future Vision Council Committee at Board Academy.
According to him, conversational AI tools formulate their responses based on the information they can find and interpret as relevant to each question. “That is why the attributes that differentiate a company, brand, or product need to be recognized and strongly associated with it by AI tools. What is not clearly associated with the organization may be underestimated, confused, or simply omitted from responses,” he states.
Strategic compass
Carina emphasizes that Gap Map Reputacional serves as a compass, guiding what should be prioritized to improve a company’s or product’s reputation in AI tools. “Based on what we identify and present in the report, these efforts may include GEO strategies across the brand’s communication channels, as well as the adoption of new initiatives and actions by the company, so that its communication and marketing teams have new evidence to work with,” she explains. Gap Map Reputacional is measured every three or four months, generating a historical data series that becomes a strategic tool for different areas of the company.
