Loading...
19 March 2026 / Brief
Email
Linkedin
Facebook
X
Copy LinkIn this era of AI and increasingly of agentic AI and commerce, or “a-commerce,” where AI agents drive processes and actions, marketing and comms leaders leverage different primary channels to build corporate and brand reputations, reflecting their distinct roles and focus areas. This brief highlights findings on the featured topic in the January-February wave of our CMO-CCO Meter survey: how AI is impacting marketers’ and communicators’ reputation-building strategies.
Comms leaders’ priority is owned media, i.e., the company’s own website(s) and social channels, and earned media for corporate reputation (Figure 1). It makes sense given that communicators focus on building corporate reputation, while marketers focus on brand and product reputation.
Figure 1
Q: Which channels are most important today for building reputation? Select up to 3.
Marketing leaders’ top focus for reputation is reviews and word of mouth, i.e., a hybrid of earned and shared media (Figure 2). In addition, they prioritize the company’s website and social channels; traditional SEO, including AI summaries; thought leadership; and conferences/events. This reflects marketers’ goals of driving brand reputation and lead gener
myTCB® Members get exclusive access to webcasts, publications, data and analysis, plus discounts to events.
Important Human Skills in the Age of AI
March 19, 2026
How AI May Change Marketing and Communications Teams
March 19, 2026
Communicators’ Workloads Continue to Increase
March 04, 2026
Communicators Are Getting Ready for What’s Ahead
March 04, 2026
CEOs Want CCOs to Shape and Then Share Corporate Strategy
March 04, 2026
PRESS RELEASE
Survey: AI Usage for Marketers and Communicators
August 03, 2023
IN THE NEWS
Steve Odland Talks AI Risks and Opportunities
April 12, 2023
