RCL26 Show Floor Hubs

Increasingly, people don't start with your website. They ask an AI assistant like ChatGPT. Investors assessing an emerging sustainability technology, buyers looking for new solutions to purchase, graduates choosing where to work, many now get their first answer from AI, formed before they ever reach you.

And AI doesn't simply repeat what you say. To decide whether an innovation is genuinely credible, scalable or delivering sustainability impact, it leans far more on what others say about you, independent journalists, analysts, watchdogs, NGOs and customer reviews, than on your own reports and press releases. Where your claims and the outside view don't match, AI spots the gap and shares it with the very people you're trying to win over.

This session unpacks what we learned from studying more than 17,500 AI answers across multiple industries, including sustainability. We show, with a real example, which sources AI trusts most and why glossy reports and paid promotion barely count next to independent validation.

You'll leave understanding how AI is reshaping reputation, what builds genuine trust, why good storytelling has never been so important for companies dealing in the complex and six simple questions to ask before shifting your approach to win the AI answer.