Sustainability and reputation in the age of LLMs: Maria Luisa De Petris's article on Medium.

Maria Luisa De Petris, founder of Aurelian Lab, has published on Medium the article “Sustainability and reputation: why LLMs increase the pressure on credibility” (in Italian).

AI assistants do not read a sustainability report as an isolated document: they combine it with websites, press releases, articles and databases and return a single synthesis. A claim confirmed by external sources gains weight, a contradicted one loses it, and one without evidence risks disappearing. Credibility therefore depends on the whole information ecosystem, not on the annual document alone.

The article identifies four factors that AI rewards (verifiable data, independent confirmation, continuity over time, consistency across channels) and a new risk, subtler than greenwashing: misalignment, where a genuine commitment can be reported incompletely or inaccurately without anyone acting in bad faith. The answer is not to publish more content, but to build a coherent ecosystem of evidence.