Artificial Intelligence in Managing Online Reputation
Keywords:
Artificial intelligence, online reputation management, sentiment analysis, predictive analytics, brand monitoringAbstract
In the contemporary digital landscape, both organizations and individuals are subjected to ongoing public examination via social media, review platforms, and online discussion forums. Consequently, the management of online reputation (OR) has emerged as a strategic imperative. Artificial Intelligence (AI) provides robust tools — ranging from sentiment analysis to automated response generation — that facilitate real-time monitoring, early identification of reputation risks, and proactive engagement. This paper conducts a review of existing literature and industry reports to evaluate the application of AI in online reputation management (ORM), the benefits and challenges it presents, and the ethical and practical implications involved. The analysis indicates that AI-enhanced ORM improves efficiency, scalability, and responsiveness, while also raising issues related to bias, privacy, and excessive dependence on automation. The paper concludes with suggestions for organizations aiming to implement AI for reputation intelligence, highlighting the importance of a balanced human–AI hybrid approach.
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