ChatGPT, Gemini and Copilot build different reputational narratives about IBEX 35 companies, according to report

Corporate reputation in environments artificial intelligence (AI) can no longer be evaluated from a single platform: each model accesses different sources, weights them differently and, consequently, projects reputational profiles that may diverge significantly.

The Digital & Insights team at FTI Consulting has analyzed the way in which the main artificial intelligence search engines, ChatGPT, Gemini in Google AI Mode and Copilotshape the reputation of IBEX 35 companies.

It explains that corporate content -annual reports, sustainability reports, results releases or institutional websites- is the most cited source in the responses generated by the three models on IBEX 35 companies, above the economic and sectoral press and the general media.

In practice, this confirms that companies retain real ability to influence the narrative which returns artificial intelligence through its own publications. However, this advantage has limits, as FTI Consulting points out.

The study also reveals that 60 percent of identified reputational risks are associated with historical issues: issues that companies have already managed or closed, but that are still present in the AI’s ‘memory’ because they remain accessible in the sources that the models consult. Added to this is the growing weight of environments that have traditionally escaped the control of communication teams.

Based on the sources, Reddit It appears in more than 10 percent of the responses analyzed on reputational risks from the IBEX 35 and in more than a third of the ChatGPT responses; while Wikipedia It is used recurrently to build narratives about historical risks.

For their part, the platforms linked to employeeslike Glassdoor and LinkedIn, stand out in issues related to internal governance, corporate culture and reputation as an employer, especially in the consumer, distribution and real estate sectors.

DIFFERENT REPUTATION PROFILES

The analysis identifies differences between the three assistants examined. ChatGPT presents the broadest and most heterogeneous ecosystem of sources: it is the model that uses Reddit, Wikipedia and employee platforms the most, combining them with reference media and corporate content. Consequently, a company with a negative presence on forums or with outdated Wikipedia entries you will see that risk amplified, especially in this model.

Gemini shows a profile similar to ChatGPT, but with less weight of the first-level general media and greater influence of social platforms such as Facebook. In addition, it is the only model that cites YouTube videos published by the media.

Copilotintegrated into the Microsoft ecosystem, depends to a greater extent on specialized investment media and sector headlines, with a prominent presence on LinkedIn and minimal exposure to Reddit or Wikipedia; This makes it the model with the most institutional reputational profile of the three.

From this it is concluded that The same company can project different reputational narratives depending on the search engine. with artificial intelligence used by each interest group.

Another finding is the low visibility of the corporate response to certain risks. When models describe issues related to consumer trust, corporate governance, or litigation and regulatory compliance, they mention risk frequently, but They do not always incorporate the measures that companies have adopted to correct it.

The result is a systematically partial narrative: AI amplifies the problem without providing context about the solution. This asymmetry is especially pronounced in the case of historical risks, where negative material is abundant and content reflecting the company’s subsequent management is scarce or difficult for models to track.

“For companies, the challenge—and the opportunity—is Incorporate this new layer into your reputational strategy, reinforcing the coherence of the story, the credibility of the available information and risk governance in the digital environment,” said the Senior Managing Director of FTI Consulting, Juan Rivera.