Seven Insights from the Reputation CMO Roundtable
At our recent November CMO Roundtable, leaders from automotive, hospitality, childcare, sports, and retail shared how AI is reshaping their brands, their teams, and their customers. Across industries, leaders agreed that reputation, customer experience, and AI are now one connected challenge. Here are the seven insights most agreed are shaping their work right now.
1. AI is changing how customers search and make decisions
- People are using tools like ChatGPT to decide what to buy, where to buy it, and even which salesperson to ask for.
- Website traffic is falling, but enquiries and bookings are holding steady. AI is filling the gap.
- CMOs don’t always know exactly where AI is getting its information, which makes message accuracy more important.
2. Websites matter more than ever
- Your website is becoming the “source of truth” that AI uses, even if customers never land on it.
- Teams are rethinking website content so AI can answer simple questions correctly.
- Website performance no longer tells the whole story of customer intent.
3. Customer reviews directly influence brand visibility & sales
- Customers trust reviews as much or more than official brand messaging.
- AI blends what the brand says with what reviewers say – and gaps between the two become obvious.
- Strong reviews can drive more leads than full marketing campaigns.
4. AI pushes companies to improve customer experience
- If customer experience is weak, AI will surface it instantly.
- Brands are training their entire organisation on service, not just frontline teams.
- Companies are launching internal programmes focused on being more responsive and human.
5. CMOs use AI daily, even if their organisation isn’t ready
- Many use AI personally for productivity, writing, planning, and prioritising.
- Some leaders are building tone-of-voice profiles to speed up approvals and keep messaging consistent.
- Senior teams often lag behind, leaving CMOs to educate the rest of the company.
6. Teams need new AI skills; some roles will change
- Training is shifting toward prompt writing, content accuracy, and emotional intelligence.
- CMOs worry about AI being used incorrectly or without human oversight.
- Some jobs may change or disappear, but new AI-related roles are also emerging.
7. AI makes it harder to hide weaknesses; easier to stand out
- AI exposes inconsistencies instantly; it’s “harder to cheat,” as one CMO put it.
- Companies with strong service, clear messaging, and good reviews feel optimistic.
- The group agreed: those who invest early will benefit; those who wait will fall behind.
AI isn’t replacing the fundamentals of marketing. It’s exposing them.
In the end, AI works for your business if your data and customer experience are strong. It works against you if your information is inconsistent or your reviews tell a different story than your messaging. Reputation helps brands keep both aligned so they stay visible in AI-driven search, earn more high-intent leads, and deliver a consistent experience that drives repeat business.
If you’re concerned about how AI is changing the game, schedule a personalized demo to learn how we help brands stay trusted and easy to find.
