The Reputation team recently hosted our fourth executive roundtable discussion of the year, at the St. Pancras Renaissance in London. It brought together industry leaders to discuss the evolving role of reputation management platforms and the dynamic, AI-driven digital environment shaping business today. Attendees from prominent companies across sectors including retail, hospitality, automotive, and health & beauty explored these themes, sharing their experiences with implementing innovative technology to drive growth, improve customer satisfaction, and support strategic decision-making.

This article covers the key talking points of the day.

Reputation Management as a Strategic Business Tool

Today’s top companies view reputation management as more than a brand measure; it’s a strategic driver of customer loyalty and operational success. Centralised reputation platforms are increasingly vital, enabling brands to track online reviews, customer feedback, and sentiment across locations. These platforms do more than gather insights—they empower leaders to use reputation scores to inform training, allocate resources, and improve underperforming areas.

A consistent theme across sectors is linking reputation scores to financial performance, with some companies benchmarking their scores to incentivise continuous improvement. For instance, tracking reputation metrics by region or demographic is helping companies pinpoint specific behaviours, like age-based differences in customer feedback. This approach enables companies to act strategically, making reputation management a proactive element in fostering loyalty and fine-tuning customer experience.

For some companies, the shift towards reputation-based decision-making has been cultural as well as operational. One automotive brand representative explained that while reputation management was firmly embedded in their previous company, in their current role it’s a newer initiative that requires more internal education. The group is focused on conveying that a reputation score is not “just a number” but a reflection of genuine customer feedback. This educational effort aligns with a broader goal of moving towards data-informed actions and customer-centricity.

AI’s Expanding Role in Customer Engagement and Operations

The conversation also underscored AI’s role in creating more responsive, personalised customer experiences. From recommendation engines that suggest products based on browsing history to chatbots that assist in customer service, AI-driven tools are transforming engagement by anticipating customer needs. Companies are still refining these algorithms to enhance relevance and accuracy, but the potential to deepen customer connections is clear.

AI’s value extends beyond customer interactions; it’s proving beneficial for internal operations, enabling brands to forecast trends, monitor service levels, and optimise processes. Nevertheless, trust remains a priority, with leaders stressing the importance of accuracy and the need for human oversight. This caution reflects the industry’s commitment to balancing AI’s efficiency with customer trust, ensuring that automated interactions align with brand values.

Looking Ahead: AI’s Role in Search and Location-Based Services

AI-driven advancements in search functionality and mapping tools are set to redefine online customer interactions. New AI-based search systems have the potential to make discovering brands and services simpler, potentially reshaping the role of traditional search engines, whereas some brands utilise AI purely for internal optimation, such as reporting. Additionally, mapping technology powered by AI can deliver personalised location-based insights, assisting customers in navigating spaces more intuitively.

Despite these promising developments, regulation remains a critical factor. As AI grows, leaders recognise the need for robust ethical guidelines to ensure fair, secure, and transparent usage. AI’s future impact will rely heavily on responsible practices that prioritise customer rights and trust.

Balancing Innovation with Accountability

The roundtable’s discussions underscored the dual importance of reputation management and AI for future business strategy. Leading companies are increasingly focused on using these tools responsibly, ensuring that innovation doesn’t outpace accountability. As companies embrace these technologies, they are not only driving growth but are fostering lasting, trust-based relationships with their customers, which will ultimately be their most significant measure of success.