Vectors, the strategic communications consultancy formerly known as Reputation Squad and a pioneer of online reputation management in France, is launching, together with Stakeholder Intelligence specialist Trickstr, a comprehensive offering dedicated to understanding and managing how organizations are portrayed in AI assistants.
AI reputation refers to how an organization is described, assessed and compared by artificial intelligence assistants (ChatGPT, Gemini, Claude, Perplexity, Mistral's Le Chat…) when its stakeholders query them. It covers every dimension of corporate reputation: strategic vision, products and services, innovation, employer brand, financial performance, CSR and brand equity.
AI assistants, companies' new stakeholders
AI assistants are no longer just a source of information. They have become genuine stakeholders for organizations, acting at once as media, opinion leaders and advisors, and their legitimacy is less and less questioned. Nearly one in two French people (48%) now use generative AI, according to Arcep's Digital Barometer. Their influence goes beyond information: 16% of voters used them to make up their minds in the March 2026 municipal elections, according to a Toluna Harris Interactive study for Terra Nova.
Companies' stakeholders are following the same trend. Employees, investors, prospective hires, journalists, customers, partners and public decision-makers now instinctively turn to language models. What is a group's strategy? How strong are its financial performance, its CSR commitment or its employer brand? How does it compare with its competitors? These strategic issues are now shaped at scale by the answers AI gives.
A four-pillar AI reputation offering
After publishing the first CAC 40 AI Reputation Barometer, Vectors and Trickstr are formalizing a comprehensive AI reputation offering built around four pillars:
- Measure the AI reputation of a company or brand, through a diagnostic of how it is perceived in the leading AI assistants and how visible it is compared with its competitors;
- Understand the sources and narratives that feed AI answers;
- Act, through a content, media relations, SEO and GEO strategy deployed on the sources that really matter;
- Steer, by tracking over time an image that shifts with the news.
Data intelligence and strategic consulting: an integrated method
The method combines two areas of expertise. On one side, PromptForge, the tool developed by Trickstr and built into its Kosmos platform, queries language models at scale, then catalogs and classifies their answers with a margin of error below 3%. On the other, Vectors' consulting team brings more than fifteen years of experience managing the complex communication and reputation issues of major companies and international institutions.
“There is no doubt that AI now influences opinion and is increasingly shaping corporate reputations. That is why we felt it was essential to adapt our business to these new challenges. For several months now, understanding and acting on one's AI reputation has become a must at the highest levels of companies, across every strategic function: communications, finance, governance, HR, innovation, CSR. We already support several CAC 40 groups and are proud of the trust they place in us. It is the culmination of expertise we have been building for many years, long before LLMs made AI accessible to the general public.”
Frequently asked questions about AI reputation
What is AI reputation?
AI reputation refers to how an organization is described, assessed and compared by artificial intelligence assistants (ChatGPT, Gemini, Claude, Perplexity, Mistral's Le Chat…) when its stakeholders query them. It covers every dimension of corporate reputation: strategic vision, products and services, innovation, employer brand, financial performance, CSR and brand equity. The concept was formalized in France by Vectors (formerly Reputation Squad) and Trickstr.
What is the difference between AI reputation and GEO?
GEO (Generative Engine Optimization) targets a brand's visibility in the answers of generative engines: it is a technical lever. AI reputation is the strategic issue: what AI says about an organization, across every dimension of its reputation and to all of its stakeholders (investors, candidates, journalists, customers, public decision-makers). GEO is one of the tools used to act on AI reputation, alongside content strategy and media relations.
Why has AI reputation become a business issue?
Nearly one in two French people (48%) now use generative AI, according to Arcep's Digital Barometer published in February 2026. Its influence goes beyond information: 16% of voters used it to make their choice in the March 2026 municipal elections, according to a Toluna Harris Interactive study for Terra Nova. Employees, investors, candidates, journalists and customers ask AI assistants about companies' strategy, financial performance, CSR commitment and employer brand.
How do you measure a company's AI reputation?
Vectors and Trickstr measure AI reputation with PromptForge, a tool developed by Trickstr and built into its Kosmos platform. It queries the leading language models at scale, then classifies their answers with a margin of error below 3%. The diagnostic establishes how the organization is perceived, how visible it is compared with its competitors, and which sources and narratives feed the answers.
What is the CAC 40 AI Reputation Barometer?
The CAC 40 AI Reputation Barometer is the first study dedicated to how CAC 40 companies are perceived in AI assistants. Published every year since 2025 by Vectors and Trickstr, with academic support from Université Paris Dauphine, it shows in particular that balanced reputational profiles are better represented by AI than profiles optimized on a single dimension.
About Vectors
Vectors, formerly Reputation Squad, is a strategic communications consultancy. It advises the executive management and communications departments of all kinds of organizations (CAC 40 companies, mid-sized companies, SMEs, industry federations) on their reputation, influence and sensitive communication issues. A pioneer of online reputation management in France under the name Reputation Squad, Vectors co-authors the annual CAC 40 AI Reputation Barometer with Trickstr.
About Trickstr
Trickstr specializes in Stakeholder Intelligence applied to communication and reputation issues. Incubated within Vectors, the company brings together data scientists and engineers who develop proprietary technologies for large-scale data analysis. Its Kosmos platform maps what stakeholders say publicly; its PromptForge tool, built into Kosmos, measures how organizations are perceived in language models.
Press contact
Bérengère Grenier · +33 6 76 08 76 07 · bgrenier@vectors-group.com
Sources: Arcep, Baromètre du numérique (Digital Barometer), February 2026 · Terra Nova / Toluna Harris Interactive, “IA et politique : vers un outil d'aide, voire d'influence sur la décision ?” (in French), May 2026 · Vectors × Trickstr, CAC 40 AI Reputation Barometer, 2026.