For years, brands have worked to become more visible, more recognizable, and more relevant. But today, the challenge is no longer just about capturing attention. The real question is different: how do you build trust in an environment where every message can be reinterpreted, polarized, or even generated by a machine?
In the latest episode of Digital Talks by t2ó ONE, Esther Checa sits down with Lucía Carballeda, Co General Manager & Head of Reputation Spain at Edelman Spain, to discuss how Artificial Intelligence is reshaping corporate reputation, trust, and the relationship between brands and their audiences.
The conversation highlights one key idea: reputation is no longer built solely by companies. It has become a shared process, continuously co-created by employees, customers, media, digital communities, and even AI models themselves.
Because conversations no longer happen only between brands and people.
Now, machines are part of the conversation too.
🎧 What will you hear in this podcast?
More than a conversation about technology, this episode explores some of the major reputation challenges companies will face in the years ahead:
- How the concept of reputation has evolved and why trust has become a strategic asset.
- The role large language models play in shaping authority and credibility.
- The main reputational risks associated with AI.
- How to identify opportunities through advanced monitoring and synthetic audiences.
- The capabilities future communication and reputation teams will need.
What others say about a brand has always mattered. But in a landscape where LLMs build answers by combining multiple sources and references, that conversation takes on an entirely new dimension.
It’s no longer enough to position a brand. You also need to build narratives that are strong, credible, and legitimate.
That is why companies need to stop acting only once a crisis already exists and start developing preventive approaches instead: understanding how a message could be misinterpreted, what narratives may emerge around it, and how conversations can be monitored in real time.
But it is not all about risk.
AI is also creating new opportunities to build stronger relationships with audiences. From advanced listening and monitoring capabilities to tools that can detect emerging narratives or understand how different audience profiles may react to specific messages.
This brings us to one of the most interesting ideas discussed in the episode: synthetic audiences.
These make it possible to simulate conversations, understand nuances, and anticipate potential reactions before launching a message or making a strategic decision. In an environment where every action can generate different interpretations depending on the audience, having an additional layer of analysis helps reduce uncertainty and better understand the potential impact of each decision.
However, there is one point Lucía repeatedly emphasizes throughout the conversation: technology is a support tool, not a replacement for judgment. AI can accelerate processes, process large volumes of information, and identify patterns that would be difficult to detect manually, but it still requires a human layer capable of understanding context and recognizing the real implications behind every decision.
Because Artificial Intelligence may provide answers.
But deciding what to do with them remains a human choice.
If you want to explore how Artificial Intelligence is transforming reputation and discover practical tools for building trust in an increasingly complex environment, you can now listen to the full Digital Talks by t2ó ONE episode on Spotify, Apple Podcasts, YouTube, and iVoox.
If you enjoyed this episode and found it relevant for your business, make sure to check out the rest of the series too. You’ll learn from some of the industry’s best voices.
