APCO Unveils Solution, RepGenAI, to Track and Manage Reputation on Large Language Models

PARIS – 8 September 2025: APCO, a global advisory and advocacy firm, has launched RepGenAI, a pioneering approach that empowers companies and individuals to safeguard and take control of their reputation in the new age of artificial intelligence.  

As AI-powered platforms increasingly shape how audiences access and interpret information, traditional reputation management strategies are no longer sufficient. According to proprietary survey data from APCO, more than a third of the public in UK, Italy, France and Germany now use technology-assisted summaries from generative AI to form opinions about business executives.   

“RepGenAI is a transformative solution for corporate reputation management,” said Arnaud Pochebonne, chair of Corporate Reputation in Europe. “In an era where AI platforms are becoming the primary source of information for millions globally, organizations that are not taking into account AI-based reputation are rapidly losing control of how they are seen by the public.”  

 “RepGenAI, informed by APCO’s Margy adaptive intelligence platform, offers deep insights into advanced AI models and their outcomes,” said Imad Lahad, global chair, AI & Intelligence. “For over seven years, APCO’s AI Comms Lab has been at the forefront of innovation, driven by experts who shape the evolution of machine learning and language models through hands-on experimentation and custom training.” 

Why RepGenAI Matters for Corporate Reputation

With a name inspired by combining ”reputation” and ”generative AI,” RepGenAI equips organizations with the insights needed to understand their AI-based reputation and the capability to address potential reputational risks and maintain a competitive edge. This proprietary methodology allows clients to better understand how they are being represented within generative AI models, how they stack up against competitors and what potential sources of risks are introduced by the output of generative AI. Not just a measurement framework, RepGenAI also provides strategy to identify how clients can shore up their reputation both within and outside of generative AI platforms. 

By combining corporate communication, data science and AI expertise, APCO helps clients build resilient reputations that resonate across AI platforms. “RepGenAI is not just about visibility—it’s about building trust and credibility in the AI era,” said Rotem Hinkis, Business Intelligence lead for APCO in Europe and manager of this new offer. “Our approach ensures that organizations can navigate this complex landscape with confidence and maintain a strong reputation in the eyes of their audiences.”  

A New Standard for Corporate Reputation Management

 APCO’s RepGenAI offering represents a new standard for corporate reputation management in the AI-driven digital ecosystem. By delivering actionable intelligence and a clear roadmap for optimizing AI share of voice and reputation, APCO enables organizations to build and sustain influence in this transformative era. In line with APCO’s established intelligence and AI methodology, RepGenAI is human-led and AI-powered, with corporate reputation and crisis expert advisors using detailed AI data outputs to identify not just how clients are showing up but also how to potentially guide the models. In addition to Pochebonne, Lahad and Hinkis APCO’s global team of thought leaders in corporate reputation, AI and intelligence include:  

• Kelly Stepno, chair of Corporate Reputation, North America  

• Danny Phan, global senior director, APAC 

• Andrew Bone, managing director, Saudi Arabia 

• Eliot Hoff, lead of Global Crisis practice