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AI Visibility Tracker Definitions

This article outlines how 3BL defines reputation pillars, topics, and audiences. 

AI Visibility Tracker terms

Pillar: One of seven broad areas of corporate reputation. Pillars group topics; you don't select them directly.

Topic: A specific area of reputation within a pillar, such as Business ethics or Climate action. Topics are what you select when you configure the tracker.

Audience: The stakeholder group most likely to ask a prompt: Consumers, Investors, Talent, NGOs, Media, Regulators or Partners.

Reputation pillars and topics

Pillar

Topic

Description
Products & Service
  Product & service quality How good and reliable the company's products and services are.
  Value for money Whether customers feel they get a fair deal for what they pay.
  Product failures & recalls How the company handles failures, safety problems, recalls and refunds.
  Customer experience Customer service, and how customers experience the company.
  Data security & privacy How the company protects customer data, and its record on breaches.
Innovation
  Innovative company Whether the company develops new ideas, products and services.
  First to market Whether the company leads its industry with new products or follows others.
  Response to industry change How well the company responds to the biggest shift facing its industry.
  AI & technology use How the company uses AI and new technology, and whether it does so responsibly.
Workplace
  Compensation, benefits & pay equity Pay, benefits and family leave, living wage, pay gaps and executive pay.
  Employee health, safety & well-being Workplace safety, physical and mental health, and work-life balance.
  Diversity, inclusion & career development Fair treatment, diversity, promotion, training and career growth.
Conduct & Governance
  Disclosure & transparency How openly the company reports on how it operates and its impact.
  Business ethics & anti-corruption Ethical conduct, bribery, corruption and whistleblowing.
  Fair competition & business practices Competition law, and how the company treats suppliers, customers and rivals.
  Controversies & crisis response The controversies linked to the company, and how well it handled them.
Citizenship & Impact
  Environmental impact Pollution, waste, water, and whether its environmental claims hold up.
  Climate change Emissions, climate targets and transition plans.
  Community investment & giving Charitable giving, volunteering and investment in local communities.
  Impact on society The company's overall effect on people, communities and society.
  Human rights & supply chains Forced and child labor, supplier standards, and human rights beyond its own staff.
Leadership
  CEO & leadership reputation The CEO's reputation and the credibility of the leadership team.
  Clear vision for the future Whether the company has a clear, credible long-term direction.
  Well-organized company Whether the company is well run: on-time delivery, reliable operations, few errors.
  Excellent managers The quality of management and the company's culture.
  Lobbying & political activity Lobbying, political donations, and whether lobbying matches public positions.
Financial Performance
  Profitability Whether the company makes money, and how financially strong it is.
  Results vs expectations Whether the company delivers the results it promises and the market expects.
  Growth prospects The company's outlook for future growth.

 

Audiences

The AI Visibility Tracker measures how your organization appears to different stakeholder groups when they use AI tools for research.

Persona

Description

Examples

Investors

People or organizations (institutions) that invest or put money into a company and actively monitor the company's value, risk, governance - as well as potential future performance.

Vanguard, State Street, Fidelity, Capital Group, pension funds, mutual funds, private equity firms, hedge funds, individual shareholders, and firms like Goldman Sachs or Morgan Stanley.

Consumers

Customers, buyers, or potential buyers.

Depending on the industry: a shopper, a patient, a household, a small business owner, a government agency (procurement process), a consumer in general, and more.

Employees

Current and prospective workers. They typically are most interested in what the company stands for, how it treats their workers and the public, and if it's a good place to build a career.

Current staff, contractors, and potential employees.

Media

Mostly journalists, editors, publishers and commentators who tell a version of the company's story to third parties (consumers, investors, etc.). This technically could also include "influencers" - especially industry influencers.

Newspapers, broadcast channels and stations, online news sites, industry trades, business journals, and industry experts.

NGOs & Civil Society

Nonprofits, public interest groups, community organizations, watchdog and advocacy groups. Typically organizations that could either evaluate and influence others around how a company meets its own claims, specifically around social or environmental responsibilities.

World Wildlife Fund, Greenpeace, Sierra Club, Human Rights Watch, Rainforest Action Network, local environmental groups, labor rights organizations, community development nonprofits, public health advocacy groups.

Regulators, Policy Makers & Ratings Bodies

Government agencies, lawmakers, ratings agencies that assess whether a company is complying with rules, managing risk, and meeting formal performance or disclosure expectations.

FTC, SEC, EPA, Department of Labor, European Commission, state attorneys general, banking regulators like the Federal Reserve, and ratings agencies like Sustainalytics, ISS, and EcoVadis.

Partners & Supply Chain

Suppliers, vendors, distributors, contractors, and business partners that help a company operate and need confidence in its standards, reliability, and way of doing business, as well as oversight that these partners meet the company's own criteria and sustainability guidelines.

Third-party companies that participate in or create some level of a company's product or services. Examples include suppliers, logistics providers, contracted manufacturers, distributors, wholesalers, franchisees, channel partners, technology partners, consultants, etc.