Reputation currency refers to the authority and reliability your brand earns through third-party validation. This can come from editorial coverage, analyst reports, awards, or inclusion in trusted “best of” lists

Generative AI platforms lean heavily on external sources to answer user queries. Research from Muck Rack (2025) shows that in some cases, as much as 96% of citations in AI-generated responses come from editorial content, not brand websites, not ads, and not press releases. For brands, this makes earned media more important than ever. 

When consumers ask questions through generative AI tools, they often receive a single, synthesised answer. In practice, this makes platforms like ChatGPT, Google Gemini, and Bing Chat the new narrators of brand stories. The way they describe your products or services depends on the sources they can access, not necessarily on what you publish yourself. 

Search is no longer about driving clicks to websites. Increasingly, consumers find answers directly on the platform they’re using whether Google, Bing, or an AI assistant like ChatGPT. This “zero-click” behaviour is reshaping how brands need to think about visibility. 

Generative AI has moved rapidly from novelty to mainstream. ChatGPT alone reached around 700 million weekly active users worldwide by mid-2025, making it one of the fastest-adopted technologies in history (Backlinko, 2025). In the US, nearly a quarter of adults had already tried ChatGPT by early 2024 (Pew Research, 2024).  For brands, this represents a fundamental shift in how consumers discover and process information. Instead of scanning through multiple search results, use

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