--- description: Brand reputation management can be time-consuming for businesses but do new AI tools offer the solution? Software Advice discovers where AI can play its part. image: https://gdm-localsites-assets-gfprod.imgix.net/images/software_advice/og_logo-55146305bbe7b450bea05c18e9be9c9a.png title: Study: How AI fits into online brand reputation management --- # 41% of UK companies report using AI for online brand reputation management Canonical: https://www.softwareadvice.co.uk/blog/4492/ai-online-brand-reputation-management Published on 23/01/2024 | Written by David Jani. ![41% of UK companies report using AI for online brand reputation management](https://images.ctfassets.net/63bmaubptoky/4Q1LpfpPgLi5x7MxbLS0BM/b788b2354574af3880ec85a384b31b8b/ai-in-brand-management-2-UK-Software-advice-HEADER.png) > Artificial intelligence (AI) is changing the way we work so quickly that many organisations can barely keep up. To find out how it’s affecting businesses, we surveyed over 200 people who are involved in brand reputation management at their company.  ----- ## Article Content Artificial intelligence (AI) is changing the way we work so quickly that many organisations can barely keep up. To find out how it’s affecting businesses, we surveyed over 200 people who are involved in brand reputation management at their company. In this articleMany already use AI for reputation management and usage is set to increase88% of users say that humans have the final say on decisions made by AIMost non-users could soon join the AI ranks for reputation managementDespite concerns, brand reputation professionals are confident in the growing role of AI2024 set to be another big year for AIThe past year has seen another leap forward in the accessibility of artificial intelligence (AI). Big tech companies have been acquiring and investing in new technologies based on large language models, which have made their way into digital tools like Google search and Microsoft 365.New AI technology offers interesting opportunities for many areas of business. Generative AI, for example, can be used to create content much faster than a human can, as well as to write code, build websites, monitor processes, analyse data, and make decisions.To gauge how AI affected brand reputation management in 2023, and to see how things are shaping up for 2024, we surveyed 201 UK employees who are involved in online brand and reputation management at their company. We already discussed the role of reputation management in part 1 of this series and looked at some of the tools businesses use. In this article, we focus exclusively on how AI is transforming the practice.Scroll down to the bottom of the article for a full methodology of our survey.Many already use AI for reputation management and usage is set to increaseAI isn’t the future, it’s already here. Of the brand professionals we surveyed, 41% said their company already uses AI for online brand reputation management, and another 44% are planning to integrate it into their processes. The speed with which AI users have adopted the technology has been impressive. 68% of those whose company uses AI for reputation management said they implemented these tools in the past two years.Moreover, companies seem to be putting AI to use in a broad range of business scenarios. Respondents report that AI is helping across their entire online brand reputation management strategy, providing data analysis and insights, monitoring digital channels, improving customer satisfaction, forecasting risk, automating tasks, and speeding up content production.Plus, companies that already use AI for reputation management plan to allocate even more budget towards it going forward. 93% said their organisation will increase their spend on AI over the next two years. And 30% said the increase will be ‘significant’ —predicting an increase of 10% or more.How is AI useful for online brand reputation management?AI-powered tools offer several ways for brand reputation professionals to improve their work. On the one hand, AI can save them time by automating tasks such as taking notes, transferring data between systems, or responding to customer feedback.AI also makes it easier for brand managers to gather insights from data. It can monitor customer sentiment across online channels (like social media and review platforms) and present a breakdown of this data to help humans make decisions.Making informed predictions is also possible with AI. This may help users spot risks in their brand strategy before they become a problem, for example. Right now, companies should at least be exploring the potential of AI. Even if you choose not to use it, it’s important to understand how the technology is developing and what it means for your business and society. A good place to start is investigating how providers of reputation management software are incorporating AI into their products.88% of users say that humans have the final say on decisions made by AIDeploying AI tools can be a straightforward, low-impact operation, but any organisation should prepare properly so they can make the most of them. Companies should consider both the skills needed to use AI, as well as the ethical and legal issues, such as what data is being used, how usage complies with privacy policies, and what disclaimers may need to be applied.Those who use AI for brand reputation management indicated that their company provided some sort of preparation. For some, this came in the form of training on general AI skills, for others this was policies on ethical usage, and for others, it was both.While AI systems are capable of making complex decisions based on vast amounts of data, few of the respondents who use the systems let AI work unchecked. 88% of users said that a dedicated person or team at their company evaluates the results of AI systems used in online brand reputation management. Almost all of those who have used AI so far for online reputation management agree that their job has changed for the better —at least in some aspects. The most widely reported benefits were:I can interpret data quicker and more efficiently (65%)I have more time now to focus on higher-value tasks (64%)I can produce content quicker (53%)I can perform a wider array of tasks (49%)I can research faster and more efficiently (49%)And looking at the bigger picture, AI users overwhelmingly felt that the use of AI tools for brand reputation management has been a net positive. 78% said their brand’s reputation has improved as a result of using AI tools, while only 7% thought it had declined.Key takeawayPeople who use AI for reputation management seem convinced of the benefits to them and their business. They’re also aware of the potential shortcomings of AI, and a majority ensure that a human is involved to oversee the decisions that AI systems make.If you’re implementing —or planning on implementing— AI, consider how your teams will adapt and whether your use cases comply with any policies or regulations that affect your business. Training software can help companies set up and deliver courses and track the progress of learners across the company. Compliance software allows organisations to plan and oversee their compliance activities and can help them identify risks before they become a major problem.Most non-users could soon join the AI ranks for reputation managementAlthough many brand reputation management professionals have enthusiastically adopted AI, a majority in our survey have not yet used it. Those who are interested expect to see benefits that align fairly closely with the benefits that current users reported. Around 40% of the non-users who plan to use AI say they would expect to see benefits in automation, data analysis, monitoring, and content creation.On a personal level, respondents who don’t yet use AI (but plan to) were split about the single biggest benefit that AI could bring to their roles. The two most popular predicted outcomes were that they would have more time to focus on higher-value tasks (39%) and that they would be able to interpret data quicker and more efficiently (32%).These benefits may become a reality sooner rather than later. Of the 44% who said their company is planning to integrate AI tools into brand reputation management, 61% said that it will happen within the coming year.Tip for SMEs2024 looks set to be another big year for AI adoption. If your company is planning to make the jump, there are several types of software to consider, including:General AI software, which includes a range of tools powered by AI that can be used across a business.Conversational AI platforms, which help companies automate some of their customer service functions.AI writing assistant software, which can generate articles or other marketing materials, or help brand professionals refine work they’ve already created.Despite concerns, brand reputation professionals are confident in the growing role of AIThere is a small group within our survey whose employers appear sceptical about AI. 11% said that their company has no interest or plans to integrate AI tools for online brand reputation management, for example.As we explored above, most of those who are using AI reported positive outcomes for their overall brand reputation, but respondents who plan to implement it do have some reservations. When asked to select up to three challenges they foresee, the most common were the relative immaturity of AI technology, a lack of employee knowledge or training, ethical and privacy concerns, and cost. It’s therefore important that companies provide opportunities for employees to learn about AI and establish policies for responsible and compliant usage. Despite this, a majority of respondents overall felt that AI will become an increasingly important part of their online brand reputation strategy. 69% thought that AI in technology can help to overcome the main challenges in an online brand reputation risk situation.And their confidence in AI doesn’t end there: 86% agree that, in the near future, AI tools used for online brand reputation management will be the main driver in making critical decisions in this field. 2024 set to be another big year for AI Brand reputation professionals see AI as an increasingly significant part of their toolkit. It can act as a powerful decision-maker, as well as a productivity helper, a content creator, and an insight engine.Adoption rates and interest are high among the people we surveyed, with relatively few reporting reservations. Negative sentiment about AI was especially low among the people who actually use the tools. This may be down to the training that most users have received, which can provide the skills and context to use AI effectively and responsibly.Expect 2024 to be another exciting year for AI in brand management as more companies dip their toe into the water and providers continue to develop the technology.Looking for reputation management software? Check out our catalogue. ## Disclaimer > Data for Software Advice’s 2023 AI in Digital Brand Reputation Management Survey was collected between 30th October - 10th November 2023. Results comprise responses from 201 UK participants. The criteria to be selected for this study are as follows:UK residentsAged between 18 and 65 years oldFull-time or part-time employed at a company with 2 or more employeesIn an intermediate to company owner level roleWorking in a sector with a focus on online reputation, company image, and/or brandingEmployed in companies with an online brand reputation management strategyModerately or very involved in online brand and reputation management at work ## About the author ### David Jani David is a Content Analyst for the UK, providing key insights into tech, software and business trends for SMEs. Cardiff University graduate. He loves traveling, cooking and F1. ## Related Articles - [AI in healthcare in the UK: uses, challenges and future benefits](https://www.softwareadvice.co.uk/blog/2305/ai-in-healthcare) - [Augmented reality in fashion: Immersive shopping experience](https://www.softwareadvice.co.uk/blog/2380/how-is-augmented-reality-changing-the-fashion-industry) ## Links - [View on SoftwareAdvice](https://www.softwareadvice.co.uk/blog/4492/ai-online-brand-reputation-management) - [Blog](https://www.softwareadvice.co.uk/blog) - [Home](https://www.softwareadvice.co.uk/) ----- ## Structured Data