Rewiring Brand Reputation with GenAI

In an interview with Management Today , BCG’s CMO, Jessica Apotheker , outlines the evolving challenge of brand reputation in the era of GenAI. She explains that CMOs must shift focus solely from owned channels to the broader ecosystem—including employee and influencer messaging—which increasingly shape how AI models portray brands online. Experimentation will be key, Apotheker notes, as marketing leaders continue to navigate an opaque and fast-changing digital landscape.