The Illusionist’s Lesson: Reputation as Capital in the Generative AI Age

Why substance, not spin, defines outcomes when AI engines, not algorithms, decide what the world believes.

For centuries, reputation has been a form of soft capital. It is invisible on balance sheets but tangible in outcomes: access to networks, preferential treatment in negotiations, the ability to influence, and the resilience to withstand setbacks. Reputation has always been a multiplier of opportunities and a shield against risks.