Traditionally, corporate communications controlled the narrative. Companies shaped messaging and deployed media, executive visibility, websites, and advertising to dictate brand perception. That framework no longer holds. AI search and recommendation tools reshape brand discovery outside traditional marketing.
As AI usage explodes, companies struggle to set rules for a technology that evolves daily. This lag creates major trust issues. Companies must solve these trust problems for AI to keep growing, especially as AI agents gain the power to shop and make decisions on their own.