What changed.
Ten years ago, reputation lived on page one of Google. Today it lives inside the chatbox.
When a buyer, recruit, board member, or journalist asks ChatGPT or Claude about you — the answer that comes back IS your reputation. Not what your website says. Not what your PR team says. The model's answer.
The 5W Reputation Index.
5W AI Communications audits AI-held reputation across five engines: ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews. The composite score is 0–100. We score across five equal dimensions:
- Accuracy — Does the model get the facts right?
- Sentiment — Does the model speak about you positively, neutrally, or negatively?
- Completeness — Does the model surface the right context, or miss the things that matter?
- Consistency — Does the answer hold across engines and across prompts?
- Control — When there's a wrong answer, can you change it?
The flagship study audited the founders of every major AI lab. The same framework audits CEOs, public figures, brands, and crisis subjects.
Why this matters now.
A bad Google result is a search problem. A bad LLM answer is a reputation problem — at scale, repeated billions of times across every user who asks. The engines do not forget. They do not auto-update when the press cycle moves on. The wrong narrative, left unchallenged, becomes permanent.
5W AI Communications is the firm that audits the answer, engineers the correction, and rebuilds the citation stack so the right story is the one the engines repeat.