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The new reputation risk: When AI misquotes you
The new reputation risk: When AI misquotes you

Fast Company

time2 days ago

  • Business
  • Fast Company

The new reputation risk: When AI misquotes you

AI summaries are everywhere now. They appear above search engine results, in chatbots, and as part of the tools customers use when deciding which brands to trust. But what happens when those summaries are wrong, and they're the first thing people see about you? Welcome to the new era of hallucinated reputation. AI OVERVIEWS ARE FAST—AND FLAWED In May 2024, Google launched AI Overviews to millions of U.S. users. The tool uses generative AI to answer search queries with a synthesized answer pulled from across the web. But within days, the cracks showed. One user asked how to make cheese stick to pizza. Google's AI Overview replied, 'Add a little non-toxic glue.' That response was pulled from a sarcastic Reddit post, not a food blog or scientific source. AI Overviews has treated satirical websites as if they were genuine news outlets and given detailed answers to nonsense questions like 'Can you lick a badger twice?'. With AI-powered search and summaries being integrated into other major platforms, these issues aren't simple one-offs. Far from rare, their impact will have lasting consequences. BAD DATA IN, FALSE NARRATIVES OUT Unlike traditional search results that link directly to verified content, most AI systems don't cite reliable sources consistently. In some cases, they cite them incorrectly; other times, they just make things up. That's a big problem for businesses and public figures. At for example, we worked with a local HVAC service provider that shared a similar name with a much larger national provider, so AI Overviews and chatbot responses were blending the two. When someone searched 'Is [Company Name] legit?' or 'reviews for [Company Name],' the summaries pulled in Reddit threads and Quora comments about the national chain, even after adding narrower search terms like the local business' city or suburb. The generated reviews cited complaints and service issues that had nothing to do with the local provider. One summary even listed an out-of-state headquarters address and misidentified the owners. AI hallucinations aren't the only concern. Fake reputation services are now bundling AI tools into their offerings. Need a dozen fake press mentions? They'll generate them with GPT-based models and upload them to abandoned blogs. Need a fake bio or testimonial? It's just a prompt away. These fabricated mention often pass initial detection and are hard to trace. This isn't just about bad jokes or trivia. It's about trust. When customers, investors, or media search for your name or company and see an AI summary that's flat-out wrong, it can quickly distort public perception. And because these AI summaries are designed to reduce clicks, users may never scroll past the top answer to see a correction. In 2024, the Federal Trade Commission (FTC) issued a final ruling to ban the creation and sale of fake reviews and deceptive testimonials, including those generated by AI. Meanwhile, the U.K.'s Competition and Markets Authority pressured Google into tougher content moderation policies, including warning labels for businesses that manipulate reviews. The EU's Digital Services Act (DSA) now mandates transparency around algorithmic recommendation systems. But these enforcement systems are still playing catch-up. Hallucinated AI summaries don't clearly fall into categories like defamation or review fraud. They're just wrong. And right now, no one is really accountable. The burden shouldn't just fall on the occasional business that gets caught. There needs to be more accountability for the platforms that enable this kind of manipulation in the first place. Government fines help, but they're only hitting a fraction of the problem. WHAT YOU CAN DO ABOUT IT Reputation isn't just about what people say anymore. It's about what machines think people say. Your online presence is being read, summarized, and judged by large language models. And your reputation is being reduced to a few AI-generated lines. If those lines are wrong, misleading, or based on outdated content, your brand or name can take a hit before you even know what's out there. This is the new reality, and you can't opt out. But you can influence what AI sees. The first step is to audit your public presence. Search your name or brand across major search platforms and AI tools with browsing enabled. Take note of summaries, bios, or claims that are inaccurate or outdated. If something's wrong, don't just wait for it to go away—address it. Then, update your bios, About pages, and press mentions with consistent facts. Make sure the first three to five search results for your name reflect who you are today, not who you were years ago. These are the signals AI pulls from most often. It's not just about ranking anymore. People are asking chatbots and AI tools things like 'Is [Your Name] legit?' or 'What do people say about [Your Company]?' That's why long-tail keywords and conversational Q&A content matter. AI models prioritize natural language and structured answers when summarizing reputations. In a world where machines write the first draft of your reputation, the real risk is staying silent. AI doesn't understand nuance. It just summarizes whatever is most visible and frequent. Make sure the version of you they find is the one you actually want seen.

3 Referral Words That Make—Or Break—Your Next Career Opportunity
3 Referral Words That Make—Or Break—Your Next Career Opportunity

Forbes

time07-07-2025

  • Business
  • Forbes

3 Referral Words That Make—Or Break—Your Next Career Opportunity

Reputation is built in unseen moments and quiet conversations long before formal reviews or ... More interviews. getty Picture this: a recruiter calls one of your colleagues to ask what it's like working with you. It's not a formal reference check, just a casual chat. Now imagine those three words they choose to describe you. That one moment of informal feedback carries more weight than a resume or LinkedIn endorsement. In leadership, perception is reality, and the phrases people use shape that perception. Nexus stated that 80% of employers who run reference checks indicate that they have changed their minds on a potential employee. Additionally, 30% have caught fake references during this process. Meanwhile, Apollo Technical reported that employee referrals speed up the hiring process. Positions without employee referrals took an average of 60 days to fill, while roles sourced through referrals were filled in 35 to 40 days. Employee referrals increase the likelihood of a job match by 2.6–6.6%. Yet those casual comments quietly undermine your standing before you have a chance to respond. Negative references define you in rooms you can't enter. Once you're negatively labeled, even your best work struggles to break through the silent barrier those words create. Here are a few top words you never want to be described as: 'Indecisive' is career kryptonite. In fast-paced, high-stakes environments, hesitation is often perceived as a sign of weakness. Leaders who can't make a call under pressure lose influence fast. Decision-making is about moving forward with clarity and conviction. 'Transactional' is another red flag. It signals a short-sighted mindset, focused on what's gained in the moment rather than building relationships or driving long-term value. Colleagues who feel used and not valued rarely become champions of your growth. 'Apathetic' perhaps is the quietest killer of all. When people perceive you as disengaged, it's not just about energy. It's about credibility. Leaders who appear checked out signal that the work doesn't matter. And if that's the impression you leave, don't expect anyone to put your name forward when opportunity knocks. The words colleagues use to describe you shape career opportunities more than any resume line. getty Now flip the script. These are the words that get your name championed in meetings, earn you unexpected opportunities and build a reputation that moves ahead of you: 'Strategic' implies you see beyond tasks. You understand context, anticipate consequences and align your actions with broader goals. Being described as strategic positions you as someone who executes on what they say they will. 'Empowering' tells decision-makers you're someone who doesn't hoard credit or control; you elevate others. Empowering leaders are force multipliers, where they turn peers into allies and teams into engines of progress. 'Unpretentious' is a discreet superpower. In a world full of ego, being unpretentious sets you apart. It means you're grounded, approachable and honest. People trust you will produce successful outcomes. The truth? You don't get to write your reference. But you can influence it. Every interaction, project and meeting is an opportunity to reinforce the version of yourself you want others to remember. So ask yourself, 'What defining traits would people use to describe me behind closed doors?' If the answer isn't what you want it to be, the good news is this: the next interaction is a fresh opportunity to change the narrative. Because in the end, how people perceive and describe you determine where your career goes next. Forbes No One Cares What You Think As A Leader—Here's How To Make Them Listen By Cheryl Robinson Forbes What Is A Portfolio Career Leader And How To Become One By Cheryl Robinson Forbes Why Lucky Girl Syndrome Is Actually A Smart Leadership Strategy By Cheryl Robinson

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