Michael Macfarlane Associates provides Reputation Intelligence: live reports that show how a person, family or company is regarded by AI platforms, search engines, the media and social channels, in every language and market that matters.
The data that should sit behind every decision, and the most powerful form of due diligence available today.
Reputation Intelligence
Affinity and sentiment, including that of institutions, are now driven by large language models, artificial intelligence queries and data points spread across democratised media and social media worldwide. Reputation manifests differently across languages, platforms and geographies.
Each report is built live at the moment it is ordered and read by large language models, the artificial intelligence systems behind ChatGPT, Claude, Gemini, Perplexity and Grok. It establishes how a person, family or company is regarded, by whom and where, and how they are likely to be regarded in relation to a specific matter, planned or impending.
It is used by private clients and family offices, law firms, banks and financial institutions, companies and public institutions, and by the strategists and PR and communications professionals who advise them.
Who It Serves
Private Clients And Family Offices.
Principals, families and their offices use it to see how they are regarded before a move, an introduction or a generational transition, and to track whether that view is changing.
Law Firms.
Before and during disputes and in reputation-sensitive matters: how a client, counterparty or witness is regarded, what journalists and opposing parties will find, and how a ruling or settlement is likely to be received.
Banks And Financial Institutions.
In onboarding, KYC and enhanced due diligence, and before lending, investing or appointing: a live view of how a client, counterparty or target is regarded, beyond the records held in databases.
Companies And Institutions.
Boards, foundations, universities and public bodies use it before appointments, partnerships, listings, market entry and announcements, and to monitor how the institution is regarded over time.
Strategists And Advisers.
Strategy, transaction, investor relations and political advisers use it to map outcomes against reputation and to test how a plan is likely to land before it is deployed.
PR And Communications Professionals.
Campaigns are set on measured data, with the sources artificial intelligence repeats identified and progress shown market by market and language by language.
Decision Outcomes
Reputation data should sit behind every decision.
KYC And Due Diligence.
Applied to counterparties, investments, appointments and partners, and to clients themselves. It establishes how a person or institution is regarded, not only what is on file.
Strategy Development.
Outcomes are mapped against reputation. Strategy is set on data, with reputational risks identified and their likely course across each surface established in advance.
Communications, PR And Media.
Communications, PR and media strategies are deployed against measured data and specific outcomes in any part of the world, then tracked to show what is working, where and with whom.
Standing Intelligence.
Any family, ultra high net worth individual or company engaged in transformative or building activity, or exposed to reputational risk, should have current reputation data behind every decision, refreshed by regular Reputation Intelligence.
Live, Not Archived
Beyond Traditional Databases.
Traditional databases hold stored data points, scraped from the internet at a set point in time and refreshed on someone else’s schedule. They record what is on file, not how a subject is regarded.
Observed Live, Read By LLMs.
Reputation Intelligence is observed at the moment of order and read by large language models, the same systems that now shape how the world forms its view.
| Question | Traditional due-diligence databases | Reputation Intelligence |
|---|---|---|
| How current is it | As at the last scrape | As at the day of order |
| How artificial intelligence platforms describe the subject | Not covered | ChatGPT, Claude, Gemini, Perplexity and Grok, every answer and citation |
| How the subject reads by language and market | Limited | Market by market, in English and Chinese |
| How sentiment will move under a strategy | Not covered | Modelled scenarios, by segment |
| How a planned matter will be received | Not covered | Mapped surface by surface in advance |
| How the material is read | Keyword matches | Semantic association, framing and sentiment read by LLMs |
The Report
An Intelligence Briefing.
Each report is prepared for the principal and nominated advisers and delivered as an editable presentation. It opens with how artificial intelligence defines the subject and closes with the moves that change the answer.
Ordered On Demand.
Twelve months across every surface, market and language, with six- and twelve-month comparisons, in English and Chinese. Repeated monthly or quarterly as a standing input to decisions.
Sample pages for a fictional principal. All figures on this page are illustrative.
Artificial Intelligence Perception Outcomes
Reputation According To Artificial Intelligence.
How ChatGPT, Claude, Gemini, Perplexity and Grok define the subject, measured as a primary reputation and weighted secondary attributes, compared with six and twelve months earlier.
The Sources Behind The Answers.
The publications, profiles and pages behind each association, including owned domains, so corrective work targets the sources that move the answer.
Market And Language Outcomes
One Reputation, Many Readings.
A principal can read one way in London and another in Hong Kong, one way in English and another in Chinese. Each market is measured separately.
Page One, Market By Market.
Every page-one result is graded positive, neutral, negative or owned, in each market that matters, and tracked over time.
Narrative And Perception Outcomes
What A Name Is Known For.
The associations, people and companies linked to a name, how each is felt, when each emerged or declined, and which shifts are lasting.
Sentiment By Surface.
Artificial intelligence, search, social and editorial sentiment are measured separately, never blended into a single score, and reported with their drivers.
Strategy And Scenario Outcomes
Net Sentiment If A Strategy Is Deployed.
Strategies are modelled before they are deployed, by segment and market, so the expected movement in sentiment is known in advance.
Planned And Impending Matters.
For a listing, transaction, appointment, market entry, dispute or announcement, the likely response is mapped surface by surface, with the exposure identified.
Reputation Monitoring
Reputation Inside artificial intelligence.
A growing share of first impressions now come from artificial intelligence platforms. Reputation Monitoring follows what ChatGPT, Gemini, Claude, Perplexity, Grok and the leading regional platforms say about the principal, in each language and market, and records every source each answer cites.
Content Change To Answer Change.
When a new article, post, filing, forum thread, video or encyclopaedia edit begins to be cited, it is flagged before the answer settles. Each shift in what artificial intelligence says is traced to the content that caused it, so the response targets the source rather than the symptom.
Every Platform And Language.
News, every social platform, forums, video, podcasts, filings and registries are covered together, in every language that matters to the principal, including Chinese platforms such as RedNote, Weibo, WeChat and Douyin that Western tools cover thinly or not at all.
Trends, Sentiment And Risk.
Monitoring follows long-term change in sentiment, narrative and audience, not only the volume of mentions, measured against a twelve month baseline so that drift is seen early and spikes are read in context.
Escalation Within The Hour.
New items are checked hourly and graded by urgency as RED, AMBER or GREEN. RED and AMBER items reach nominated advisers immediately; routine items go into a weekly digest, with a monthly report.
Advisers Who Act.
Alerts reach experienced counsel and the in-house Content Studio, not a dashboard. Corrections, new authoritative content, removal requests and legal coordination follow, and their effect on artificial intelligence answers and citations is measured.
Keyword alerts report that something was published. Social listening dashboards measure volume and sentiment for brands. Reputation Monitoring is built for principals and families: it shows what is changing, why, what artificial intelligence now says as a result, and what to do about it.
| Question | Keyword alerts | Social listening dashboards | Reputation Monitoring |
|---|---|---|---|
| What is covered | Web pages and news indexed by one search engine | News and selected social platforms, set up by keyword | News, every social platform, forums, video, podcasts, filings, registries and artificial intelligence answers |
| Languages and markets | Mainly the language of the search | Many languages, depending on the plan | Every language and market that matters to the principal, including Chinese platforms such as RedNote, Weibo, WeChat and Douyin |
| Speed | Daily or weekly digest | Near real time | Checked hourly |
| Sentiment and narrative | Not covered | Automated sentiment scores | Sentiment, framing and narrative drift read by LLMs, against a twelve month baseline |
| Artificial intelligence answers | Not covered | Brand visibility and share of voice, in some products | What ChatGPT, Gemini, Claude, Perplexity, Grok and regional artificial intelligence platforms say about the principal, prompt by prompt and market by market |
| Artificial intelligence citations | Not covered | Rarely traced to the content that caused a change | Every source cited, the date it entered the citation set, and the content change behind each shift in an answer |
| Risk grading | Not covered | Volume spikes | RED, AMBER or GREEN, graded by experienced advisers |
| Who it is built for | Anyone | Brands and marketing teams | Principals, families and family offices |
| What happens next | An email | A dashboard to interpret | Advisers act: correction, Content Studio production, removal, legal coordination |
Engagement
Reputation Intelligence Report.
Twelve months across every surface, market and language, built live at the moment of order. Repeated monthly or quarterly as a standing input to decisions.
Reputation Monitoring.
Artificial intelligence answers and their citations, every platform and language, long-term sentiment and narrative, hourly triage, immediate RED and AMBER alerts, a weekly digest and a monthly report.
Matter And Proposition Report.
Focused on a specific transaction, listing, appointment, market entry, dispute or announcement, planned or impending, with outcomes mapped and scenarios modelled.