AI-driven consumer research adds new dimension to corporate reputation, says UAE marketing firm

The growing use of artificial intelligence to research products, services and businesses is creating a new consideration for corporate reputation, as consumers increasingly encounter company information through AI-powered platforms, according to digital marketing firm ROSA eSolutions.

The Toronto-based company, which has a regional presence in the UAE, said businesses need to pay greater attention to the accuracy and consistency of information about them across digital channels as AI becomes more involved in consumer research.

The trend is particularly relevant in the UAE, where AI is already being used by consumers during the shopping process. According to Visa's 2026 Stay Secure study, 85 per cent of UAE consumers surveyed said they had used AI to assist with shopping, including checking product reviews or ratings, comparing prices and finding gift ideas.

Adobe's 2026 AI and Digital Trends research also found that around one in four consumers surveyed globally now identify AI-powered platforms such as ChatGPT among their top sources for researching information, making purchasing decisions or finding recommendations. The study surveyed 4,000 consumers worldwide.

AI changes how consumers encounter brands

Robert Shakir, Senior Marketing Consultant at ROSA eSolutions, said the growing use of AI in consumer research means companies need to consider whether information about their businesses remains accurate, current and consistent across digital channels.

Outdated corporate profiles, inconsistent descriptions of services or old information about company leadership could create confusion when consumers encounter businesses through AI-powered tools.

ROSA eSolutions said the development is expanding the scope of traditional reputation management, which has typically focused on company websites, search results, media coverage and social media.

As AI tools increasingly aggregate and interpret information from multiple sources, businesses have another reason to ensure important corporate information is consistent across credible digital platforms.

Multinational companies face greater challenge

The issue can become more complicated for companies operating across multiple countries and languages, where information about the same business may appear on different websites, media platforms and business directories.

ROSA eSolutions recommends that companies regularly review key corporate information, including company descriptions, executive profiles, products and services, to identify outdated or conflicting material.

Shakir said businesses cannot control every response generated by AI systems, but maintaining accurate information across their digital presence can help strengthen the reliability of the information available about them.

“As AI becomes a more common part of how people research businesses and make decisions, maintaining accurate and credible information across digital channels will become an increasingly important part of managing corporate reputation,” Shakir said.

The growing role of AI in consumer research therefore adds another layer to how companies manage their digital identity, particularly as more consumers use AI tools alongside traditional search engines, reviews and company websites