What is trust calibration?
How confidence in AI, experts, or automated systems can exceed or fall below demonstrated reliability and distort reliance decisions.
Marielle Vast
Marielle Vast covers media, platforms and crisis response, tracking how reputational events move from isolated incidents into public tests of institutional trust.
What is moral licensing in corporate reputation?
How past corporate good deeds can soften reactions to misconduct or intensify hypocrisy when later behavior contradicts them.
Companies risk passing off AI predictions as consumer opinion
Synthetic respondents offer a cheaper way to test consumer preferences. Publishing their answers as public opinion leaves companies defending claims that no customer actually made.
Brands outside a boycott can end up paying for it
Shared ownership can expose sister brands to customer losses even when they escape public criticism. Diverting their budgets to rescue the targeted business can compound the damage.
10 rules of corporate reputation
The rules of corporate reputation show how evidence, operations, governance, search, AI and stakeholder decisions shape corporate trust.
Trustpilot’s AI push exposes the limits of five-star ratings
Trustpilot is building product and location pages to win more AI citations. The move exposes a gap between reviews that lift a company’s score and evidence that supports a buying recommendation.
How to transfer reputation when the CEO changes
A practical guide to transferring public authority, inherited promises, media relationships and corporate positions during CEO succession.
What is reputation risk appetite?
Commercial decisions can create public exposure long before a crisis, leaving governance dependent on clear limits around who can keep accepting the risk and when authority must move upward.
Reddit puts product complaints beside the buy link
Product deep dives combine current prices with AI summaries of user discussions, bringing historical criticism directly into the buying process.
Companies are bypassing their own AI rules
Nearly half of surveyed AI executives say governance has been sidestepped for urgent deployments, exposing a gap between policy and operating practice.
Articles can influence reputation without earning the click
AI summaries can carry a publisher’s reporting into search and chatbot answers even when users never open the original article.
One wrong email can start a corporate crisis
Morgan Stanley’s leaked deal list shows how reputational exposure can begin before publication, when confidential information reaches a single unintended recipient.
How to audit corporate AI disclosures before publication
A practical audit for AI-generated public content, human review, labelling, contractors and evidence of editorial responsibility.