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Inside the Black Box: What our LLM pilot revealed about brand reputation in the age of AI
4 MIN
27 November, 2025

Large Language Models (LLMs) are increasingly moving from experimental tools to important sources of information, creating a new dynamic that challenges the traditional influence of media in shaping brand perception. With users growingly turning to generative AI for quick, synthesised answers, LLMs are gaining a significant role in defining an organisation's reputation.

Corporate & Thought Leadership Reports
Latest Posts

Journalist Spotlight | Interview with James Kirby, Associate Editor – Wealth at The Australian
2 MIN
07 December, 2025
Journalist Spotlight | Interview with James Kirby, Associate Editor – Wealth at The Australian

In this interview, James Kirby reflects on the realities of financial journalism and why clear, accessible communication matters more than credentials alone. As Wealth Editor at The Australian and host of The Money Puzzle podcast, he turns complex markets into practical insights for everyday ...

Media Industry & Profiles
Latest Posts

If AI is the editor, who sets the standards?
2 MIN
27 November, 2025
If AI is the editor, who sets the standards?

AI-produced or supplemented content is proliferating on the web and in news media. The speed at which this trend has evolved is breathtaking to say the least. In a world where most of our careers started in journalism, communications, editorial, or media tech, it is important to put the present in ...

Corporate & Thought Leadership
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