Burson Unveils AI Tool for Measuring Reputation Effectively

WPP’s PR agency Burson has unveiled Reputation Capital, an AI-driven technology and consulting tool, expanding its Burson Innovation Portfolio. Designed to provide insights into how reputation impacts business standing, the tool aims to empower clients to proactively build and maintain their reputations, according to global CEO Corey duBrowa. Available through WPP Open, it connects reputation drivers to business outcomes, delivers updated reputation scores, and identifies areas needing attention. The tool emphasizes the importance of reputation in aligning organizational actions, messaging, and stakeholder perceptions. Chad Latz, Burson’s global chief innovation officer, highlighted its ability to deliver precise data through an established methodology with eight reputation management levers. The launch follows the appointment of leadership for innovation and technology roles, and comes after Burson introduced an AI-driven healthcare service, Decipher Health, last year. Additionally, WPP CEO Mark Read announced plans to step down at the end of the year.

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