Digital Transformation in Corporate Reputation Management: How Generative and Predictive Artificial Intelligence Are Transforming the Rules of Reputation

Author First name, Last name, Institution

• Tugra Akarsu, Zayed UniversityFollow

ORCID Identifiers

https://orcid.org/0000-0003-0491-3707

Document Type

Book Chapter

Source of Publication

De Gruyter Handbook of Corporate Reputation Management: Revitalising the Field for Research and Practice

Publication Date

8-19-2026

Abstract

This chapter explores how digital transformation and AI are reshaping corporate reputation management, transforming it from episodic, communications-driven processes to an ‘always-on’, data-driven capability. While it outlines conceptual foundations of AI applied to reputation management, it also reviews the emerging AI applications and risks and proposes a framework for reputation governance in contemporary practice.

DOI Link

https://doi.org/10.1515/9783111478012-009

ISBN

978311147179

Publisher

De Gruyter

Disciplines

Business and Corporate Communications | Marketing

Recommended Citation

Akarsu, Tugra. "9 Digital Transformation in Corporate Reputation Management: How Generative and Predictive Artificial Intelligence Are Transforming the Rules of Reputation". De Gruyter Handbook of Corporate Reputation Management: Revitalising the Field for Research and Practice, edited by TC Melewar, Pantea Foroudi and Charles Dennis, De Gruyter, 2026, pp. 147-162. https://doi.org/10.1515/9783111478012-009

Indexed in Scopus

yes

Open Access

no