Skip to content
English
  • There are no suggestions because the search field is empty.

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 quality & safety Reliability, safety records, product recalls.
  Customer welfare Whether the product genuinely meets customer needs.
  Privacy & data security Data protection, cyber incidents, digital rights.
  Access & affordability Financial inclusion, health access, utility access, digital inclusion
  Product design & lifecycle management Product innovation and design, including the circular economy and sustainable products
  Selling practices & product labelling Advertising ethics, honest labelling, marketing conduct.
  Customer experience How customers experience the brand end to end.
Innovation
  Research & development Investment in new products, services, and science.
  AI & emerging technology How companies adopt and govern AI and new tech.
  Digital transformation How companies modernise their operations and offering.
  Business model resilience Adaptability to disruption, structural change.
  Clean-tech & renewable energy opportunities New products and services in the low-carbon economy.
Workplace
  Labour practices How companies treat their workforce.
  Employee health & safety Physical safety, occupational health.
  Employee wellbeing Mental health, work-life balance, holistic wellbeing.
  Talent development & training Career growth, upskilling, hiring, education programmes.
  Inclusion & opportunity Equal opportunity; diversity, equity and inclusion (DEI); representation
  Compensation & benefits Fair pay, benefits, CEO-worker pay ratio.
  Labour & human rights Supply-chain labour standards; union rights, freedom of association and collective bargaining; forced labour and child labour prevention
  Workforce protections Formal protections against discrimination and mistreatment.
Conduct & Governance
  Business ethics How the company does business day to day.
  Corporate governance Board, pay, ownership, accounting.
  Transparency & disclosure Behavioural transparency: is the company open with the world.
  ESG reporting & disclosure The technical apparatus: GRI, SASB, ISSB, CDP, ESRS.
  Anti-corruption & competitive behaviour Bribery, corruption, anti-competitive conduct.
  Regulatory & legal compliance Enforcement actions, regulatory risk, litigation.
  Tax transparency How much tax is paid where, and how transparently.
Citizenship & Impact
  Climate action Emissions, decarbonisation targets, transition plans.
  Environmental stewardship Broader environmental responsibility.
  Water & nature Water security, biodiversity, forests.
  Circular economy & waste Waste reduction, material reuse, circular design at system level.
  Community relations & investment How companies engage with their communities.
  Giving & volunteering Corporate philanthropy, employee volunteering.
  Human rights Broader human rights beyond own workforce.
  Health access & equity Health equity, access to care and treatment.
Leadership
  Executive leadership CEO quality, leadership team, succession.
  Vision & strategy Clarity and credibility of the corporate direction.
  Corporate purpose Why the company exists beyond profit.
  Management & organisational culture Internal culture, management quality.
  Public affairs & policy engagement Lobbying, policy engagement, political spending.
  Business diplomacy How companies operate across geopolitical divides.
Financial Performance
  Profitability Bottom-line performance.
  Growth prospects Forward-looking growth signals.
  Financial results & performance track record Delivered results relative to expectations.
  Long-term value creation Multi-year value beyond next quarter.
  Economic impact Wider economic footprint (jobs, supply chain, indirect impact).

 

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.