Whose Rules Define Reputation In A Multipolar World?
Wealth and influence are spreading across many centres, and seven in ten people hesitate to trust those with different values. Michael Macfarlane makes the case for blended cultural thinking.
Reputation On The Line: Michael Macfarlane At The STEP Alpine Conference In Interlaken
Michael Macfarlane joined a panel on reputation at the STEP Alpine Conference in Interlaken, on fighting fires, shielding advisers and making the best of bad press.
Monitoring Artificial Intelligence Citations: Why The Sources Behind The Answers Now Matter
The citation set behind an AI answer is now the most important thing to monitor. How AI citation monitoring works and why timing matters.
Family Office Reputation In Artificial Intelligence Search: What Principals Need To Know
A growing share of first impressions now comes from AI platforms. What that means for family offices, and five questions every principal should ask.
Who Should Command A Crisis When The Information Environment Is The Attack Surface?
Very few disputes reach judgment, and reputational pressure increasingly decides how they end. Michael Macfarlane asks who should lead when the information environment becomes the attack surface.
Is Prestige Coverage Being Oversold As An Artificial Intelligence Strategy?
Journalism accounts for about a quarter of the sources artificial intelligence cites. Michael Macfarlane explains why selling prestige coverage as an artificial intelligence strategy misreads how large language models work.
As India’s Wealth Grows, Joe Wallen Writes In The Economic Times On Why Reputation Will Shape The Indian Century
In today’s hyperconnected and fast-moving world, reputation has moved from being purely a communications concern to becoming a genuine economic asset. India maintains highly bullish long-term projections, but will suffer when it comes to FDI, talent attraction, partnerships and investor confidence – unless the country and corporations that drive growth give greater strategic attention to reputation.
How Much Agency Payroll Should Become An Artificial Intelligence Budget?
The cost of artificial intelligence has collapsed while agency headcounts shrink. Michael Macfarlane asks where the balance between people and artificial intelligence spend now lies.
The Artificial Intelligence Arms Race: What Can Your Agency Build That You Cannot?
Three quarters of PR professionals now use artificial intelligence, mostly to edit and write. Michael Macfarlane argues that the real value lies in what an agency can build.
The Growing Importance Of Linguistics In Large Language Models
As large language models continue to evolve, many of the challenges surrounding meaning, context, and interpretation increasingly point back to questions long examined within linguistics, positioning the discipline as an essential framework for understanding both the capabilities and limitations of AI-driven language systems.