Burson Launches AI Tool to Assess the Business Impact of Reputation

Burson, a global communications agency, has launched Reputation Capital, an innovative AI-driven technology and consulting solution that links reputation drivers to business outcomes like stock price and sales. This tool transforms how reputation is measured, enabling businesses to make swift, informed decisions based on real-time analysis of their reputation as a valuable asset. Reputation Capital, available through the WPP Open platform, evaluates eight reputation management levers, such as leadership and social responsibility, using continuous data analysis from diverse sources. It delivers actionable insights into reputation dynamics, significantly impacting shareholder value, as evidenced by its findings in the tech sector, where reputation can add billions to shareholder returns. The platform empowers organizations to optimize their reputation strategically and creates a distinct competitive advantage. Supported by validation from the University of Oxford, Reputation Capital enhances Burson’s suite of AI-enabled tools for effective reputation management.

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