A new study by Hard Numbers has found that artificial intelligence (AI) is amplifying the influence of editorial media on corporate reputations. The research revealed that large language models (LLMs), such as GPT-4, source 61% of their brand-related content from editorial media.
The study examined GPT-4’s responses to queries about the quality, trustworthiness, innovation, and value of Forbes’ top 100 brands, categorising the origins of the content it referenced. Results showed that editorial media was the most influential source, followed by owned media, which accounted for 44% of content. Social media, by comparison, contributed less than 1%.
When asked about trustworthiness, editorial media’s influence increased to 65%. For perceptions of value for money, editorial content shaped 72% of the model’s responses, demonstrating the ongoing significance of traditional media in shaping brand perceptions, even in the AI era.
Paul Stollery, Co-founder and Creative Director of Hard Numbers, commented: “Everyone predicted digital would kill traditional media twice—first with social, then with AI. But they were wrong. What we’re seeing from this research is that AI is becoming an amplifier for editorial authority.”
Stollery also highlighted changes in consumer behaviour, suggesting that customers will increasingly use platforms like ChatGPT in a manner similar to Google. He emphasised that securing coverage from respected journalists at influential outlets remains critical for shaping AI-generated responses.
