AI Reputation and public relations: Maria Luisa De Petris's new article on Medium.

Maria Luisa De Petris, founder of Aurelian Lab, has published on Medium the article “AI Reputation and Public Relations: why artificial intelligence is putting corporate communication back at the centre of strategy” (in Italian).

ChatGPT, Gemini, Claude and Perplexity build an organisation's image from what the information ecosystem says about it. That is why the classic work of public relations (media relations, executive visibility, thought leadership, stakeholder relationships, a consistent narrative) now directly shapes how models describe a company.

The question shifts from “how do we get found?” to “how do we get understood?”, and AI Reputation becomes a responsibility of corporate communication, not only a technical matter.