Marketing & Communications Briefs

Trusted Insights for What’s Ahead^®

• Year over year, companies are increasing their focus on owned media and generative AI tools to drive their reputation. According to our webcast poll, companies’ current top channel priorities are their own website, generative AI tools, earned media, and traditional search engines (Figure 1). This suggests that companies will provide strong proprietary content for discovery by traditional search tools but are also doing this to affect AI-generated written content.
• To affect customer attitudes and behaviors, trust is an essential factor. The Harris Poll data show that company websites are the third most trusted channel, tied with YouTube, after traditional search engines and ratings/reviews (Figure 1).
• Company website content that provides trusted answers to common questions boosts traditional search engine placements and attract