Burson Leverages AI Tool to Enhance ROI and Strengthen Reputation | PR

Burson has launched Reputation Capital, an AI-driven platform that quantifies reputation as a business asset and connects it to financial metrics like stock prices and sales. This innovative tool, accessible through WPP Open, shifts from retrospective evaluation to predictive intelligence, offering real-time insights into how reputational changes impact commercial value. According to Burson’s CEO, Corey duBrowa, this solution addresses traditional measurement gaps, helping brands anticipate the effects of actions based on eight “reputation levers,” such as governance and leadership. The platform processes data around the clock, revealing how reputation correlates with shareholder value—demonstrated by studies indicating that small reputation score changes can significantly influence financial outcomes. Burson aims to elevate reputation management from mere PR to a strategic boardroom priority, leveraging advanced AI technology validated by Oxford-affiliated researchers. This launch is part of Burson’s broader transformation post-merger and reflects a growing trend toward integrating reputation with business performance.

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