Based on 55,000 believability scores across 85 companies, Burson finds credibility of AI-generated responses varies significantly by audience, with business decision-makers rating answers 10% more convincing than the general population.NEW YORK, June 2, 2026 – Burson, the global communications agency purpose-built to create value for clients through reputation, today released The Credibility Paradox, a new report showing that there is a variance in how AI-generated answers about brands and companies are believed by audiences. The original research and findings advance the conversation around Generative Engine Optimization (GEO) from a technical exercise focused mostly on visibility and sources cited to a strategic reputation opportunity centered on believability. 
 
“In today’s zero-click world, LLMs have become the new gatekeepers of reputation – how brands are discovered and evaluated. But visibility is not credibility,” said Corey duBrowa, CEO, Burson. “AI synthesizes, summarizes and delivers information directly to audiences. Showing up in these LLMs is necessary but not sufficient. Our role is no longer just to make clients visible, but to build an evidence ecosystem so robust that the answers AI constructs are believable to the audiences that matter most. This research is our playbook for turning the credibility paradox into a competitive advantage.” 
 
Burson partnered with Profound, a leading AI marketing platform, to field thousands of reputation-related answers across seven major AI answer platforms, evaluating 85 companies across the eight levers of Burson's Reputation Capital framework: Innovation, Creativity, Workplace, Products, Financial Performance, Governance, Citizenship and Leadership. Responses were assigned a believability score for three audiences including General Population, Opinion Elites, and Business Decision Makers using Burson's proprietary Decipher tool, developed with cognitive AI company Limbik, producing more than 55,000 believability forecasts in total. 
 
Key Findings

• AI rewards proof, not positioning. Fact-based claims tied to innovation, products and workplace culture consistently outperformed those tied to what might be perceived as more subjective qualities like leadership, governance and citizenship. This underscores a strong mix of earned, owned and social content for GEO, as AI places the greatest weight on independent corroboration from media coverage, reviews and conversation. 

• Workplace is an underused credibility lever. As demonstrated in Burson's Global Reputation Economy research, Workplace is a consistently underleveraged lever in building reputation capital, and LLMs are no exception. Workplace-related answers are the most believable among the general population, a finding consistent with LLMs’ reliance on independently verifiable sources like talent platform reviews, labor reporting and earned media. 
   

• Leadership is AI's toughest credibility test. Responses to leadership-related prompts consistently ranked among the least believable across every industry studied. The industries that scored higher – Aerospace and Technology – shared a common thread: The underlying proof came from governance structures, business performance and external validation, not executive messaging alone. 

• Believability varies by audience. A narrative that appears credible in an AI answer may not land equally with customers, investors, employees or regulators. Business decision makers rated AI-generated answers +10% more believable on average than the general population, with more specialized audiences more receptive to innovation-led narratives and the business context behind them. Audience-specific GEO analysis is essential.
   

The findings inform a framework Burson has developed to help clients build and protect reputation across AI surfaces. Rather than addressing earned media, owned content and social engagement strategies as separate workstreams, the framework approaches them holistically to cultivate an ecosystem of independent, credible voices whose coverage and commentary reinforce that narrative over time. Burson further integrates language and market-specific nuances to help companies navigate reputation issues across regions and cultures. "In a region as diverse and complex as EMEA, Generative Engine Optimization (GEO) is fundamentally a reputation challenge, not just a visibility one," says Bryn Tweedale, Senior Director, Digital Marketing, Burson UK. "Visibility in an AI-generated answer is just the beginning, as the true benchmark is if the underlying reputation translates across borders. This study makes clear it has become a test of ensuring a brands' hard-won reputation remains credible and consistent, no matter which market an AI delivers it to. Our framework gives communicators a practical, market-sensitive path to navigate this, ensuring their hard-won reputation survives the journey through an LLM — establishing GEO as a critical new discipline in reputation management." The full report is available at www.bursonglobal.com/BeyondGEO. 
 
About Burson  Burson is the global communications leader built to create value for clients through reputation. With highly specialized teams, industry-leading technologies and breakthrough creative, we help brands and businesses redefine reputation as a competitive advantage so they can lead today and into the future. Burson operates under WPP (LSE/NYSE: WPP), the trusted growth partner for the world’s leading brands. Learn more at www.bursonglobal.com.

Contributed by

Burson

The impact of corporate messaging is no longer determined solely by what is said; it is increasingly shaped by who says it. This shift—captured by the concept of By Whom—has repositioned the speaker’s identity at the core of the communications equation, making executive visibility a fundamental element in building trust and shaping public perception. In a fast-moving and highly interconnected business environment, the absence of leadership is no longer a mere organizational detail; it can directly influence an organization’s image and standing. 

In reality, reputation is no longer built on messages alone. Today, organizations are not interpreted through their statements or press releases, but through the individuals who speak on their behalf—and whether those voices are capable of inspiring trust. In this context, By Whom becomes more than a theoretical concept; it is a new lens for understanding modern communication, where the speaker’s identity becomes inseparable from the value of the message itself. 

Within this framework, executive presence is no longer just a media activity or occasional visibility—it has become a tool for trust management. Even the strongest messages lose part of their impact if they do not come from a credible source. This is where the executive leader emerges as an extension of the organization’s vision—a voice that reflects its stability and direction, rather than merely an administrative position. Over time, this presence accumulates to become a tangible factor in shaping reputation, indirectly influencing the organization’s economic value, market valuation, and the decisions of investors and partners. 

With this shift, the internal question within organizations has evolved. The discussion is no longer about whether leaders should appear in the media, but rather a more critical one: what happens when they are absent? In a fast-paced and hyper-connected media environment, silence rarely goes unexplained. More often, it is filled with interpretations that may not accurately reflect reality, yet still play a significant role in shaping public perception. 

The impact extends beyond perception alone. International studies indicate that approximately 44% of a company’s market value is directly linked to the CEO’s reputation. This reflects a transition where leadership reputation is no longer just an intangible asset but a tangible economic factor. The higher the credibility of leadership, the greater the market trust and organizational valuation—and vice versa. Here, the importance of the idea becomes clear: sometimes, who speaks carries as much weight as what is said. 

The influence of leadership also extends internally. Around 81% of employees believe that executive presence contributes to improving the work environment. Clear leadership and consistent communication strengthen a sense of belonging, enhance internal cohesion, and reduce organizational ambiguity that may otherwise affect daily performance. 

In the Saudi context, this role takes on an even broader dimension within the framework of Vision 2030. Executive leaders no longer represent only their organizations; they reflect the maturity of their respective sectors. Their presence contributes to strengthening confidence in the national economy and the broader transformation journey—extending beyond individual 
institutions to the overall image of the economy. 

In conclusion, executive visibility is no longer an optional element in corporate communication; it has become a fundamental pillar in the equation of trust and reputation. Organizations today are understood not only through their messages, but through the people behind them. As this concept continues to solidify, By Whom evolves into a strategic driver that demonstrates an organization’s ability to influence and defines its position in an economy where trust forms the very foundation of value.

View the Arabic translation here.

Contributed by

Abdulrahman Inayat, Co-founder and Director at W7Worldwide

Led by Sage XP, the study continues the development of the first regional benchmarks for Internal Communications and Corporate Culture in the Gulf, created in collaboration with 130+ organizations across the region. 

The research provides data-driven insights into how Internal Communications and Corporate Culture functions are evolving in the Gulf, including: 
• how IC and culture functions are structured and measured 
• what drives engagement and behavior in practice 
• where gaps still exist between intent and impact 

The 2025 Gulf Internal Comms & Culture Landscape report is available to download here.
Participation goes beyond completing a survey. 
It is a contribution to how the region’s practices are understood, represented, and developed, based on lived experience rather than imported frameworks. 
Professionals working in Communications, Corporate Culture and related fields across the Gulf are invited to take part. 

To participate, contact: research@sagexp.com

Let’s continue building meaningful regional benchmarks for the Gulf together.

Contributed by

Sage XP

The Kingdom of Saudi Arabia is undergoing a profound transformation reshaping its identity and global aspirations. This journey, driven by Saudi Vision 2030, extends beyond infrastructure and economic reform to include how the Kingdom communicates its story to the world. Strategic communications and public relations, more than ever, play pivotal roles in shaping perceptions, building trust, and creating meaningful connections. 

In recent years, the industry has evolved to reflect the ambitions of a nation embracing its heritage while pursuing innovation. The global campaigns surrounding initiatives like NEOM, The Line, and Riyadh Expo 2030 are a testament to this transformation. These efforts are not just about promoting projects; they are about communicating a broader narrative of a Kingdom poised at the intersection of tradition and modernity. By blending cultural authenticity with bold, forward-looking ideas, Saudi Arabia is positioning itself as a beacon for collaboration and 
progress. 

The shift from conventional public relations to strategic communications has redefined the way brands and institutions engage with stakeholders. Gone are the days of a one-size-fits-all approach. Today, success lies in crafting tailored narratives that resonate with diverse audiences, whether they are global investors, tourists, or local communities. This requires an intimate understanding of cultural nuances, the ability to leverage technology intelligently, and a commitment to creating campaigns that balance purpose with innovation. 

The evolution of strategic communications and public relations has also underscored the importance of specialized teams with in-depth expertise. It is not enough to execute campaigns; true value lies in the ability to guide clients strategically, helping them navigate complex challenges and opportunities. With Saudi Vision 2030 creating unprecedented momentum, the need for skilled communicators who understand both the local landscape and global trends has never been greater. This is precisely why Bold Influence was established: to bring together local insights and global methodologies, enabling brands to break through the noise and achieve measurable impact. 

The rapid adoption of technology has further reshaped the communications landscape. Tools like artificial intelligence, social listening platforms, and data analytics have empowered professionals to understand audience sentiment in real time and predict emerging trends. However, while these tools enhance precision, they cannot replace the creativity and cultural intelligence required to craft narratives that truly resonate. Strategic communications and public relations thrive when technology amplifies human expertise rather than replace it. 

Trust remains the cornerstone of effective communication. For the industry to deliver its best work, relationships between agencies, clients, and audiences must be built on transparency and authenticity. Just as brands must earn the trust of their stakeholders, strategic communications agencies must foster partnerships grounded in mutual respect and collaboration. This shared trust allows for bold, impactful campaigns that go beyond superficial messaging to create lasting connections. 

As the Kingdom continues to gain global prominence, strategic communications and public relations will play a vital role in ensuring its story is told with purpose and clarity. The challenge for communicators lies not only in capturing attention but in crafting captivating narratives that inspire action and build enduring relationships. By embracing innovation, fostering trust, and staying attuned to the cultural heartbeat of Saudi Arabia, the communications industry can rise to this challenge and leave a lasting legacy. 

In the end, the challenge is not just to capture attention but to build lasting connections. And in this endeavor, the Kingdom’s story — rich, ambitious, and unapologetically bold — is one the world is eager to hear.

Contributed by

Bold Influence