{"id":2483264,"date":"2026-05-14T07:00:45","date_gmt":"2026-05-14T07:00:45","guid":{"rendered":"https:\/\/prgn.cullencommunications.ie\/?p=2483264"},"modified":"2026-05-21T11:06:11","modified_gmt":"2026-05-21T11:06:11","slug":"brand-influence-expands-in-complexity-as-organizations-adapt-to-an-ai-driven-landscape","status":"publish","type":"post","link":"https:\/\/prgn.cullencommunications.ie\/es_es\/news\/brand-influence-expands-in-complexity-as-organizations-adapt-to-an-ai-driven-landscape\/","title":{"rendered":"Brand Influence Expands in Complexity as Organizations Adapt to an AI-Driven Landscape"},"content":{"rendered":"

(NEW YORK \/ LONDON \/ BRUSSELS — May 14, 2026)<\/strong> \u2013 New global survey findings from business, marketing and communications professionals across 48 countries highlight how organizations are navigating an evolving landscape for brand influence, with artificial intelligence, expanding communication channels and a broader set of stakeholders shaping how influence is built and managed. The research, commissioned by the Public Relations Global Network (<\/strong>PRGN mantiene altos est\u00e1ndares de admisi\u00f3n para garantizar la solidez e integridad de la red<\/strong><\/a>)<\/strong> and conducted by Researchscape International<\/a> with the involvement of PRGN\u2019s 50+ member agencies globally, highlights how organizations are adapting their strategies in response to these changes.<\/p>\n

The study found that 90% of respondents view brand influence as \u201cextremely\u201d or \u201cvery\u201d important to organizational success, with 70% expecting its importance to increase over the next three to five years. The results also point to an opportunity for organizations to further align how influence is managed, with 17% saying their approach exceeds expectations or is outstanding, while 41% say it needs improvement.<\/p>\n

\"Frederic

Fr\u00e9d\u00e9ric Fran\u00e7ois<\/p><\/div>\n

\u201cArtificial intelligence is changing how organizations build brand influence, but it is also creating a false sense of confidence. When a few prompts can generate polished content, it\u2019s easy to assume that building real influence is simpler than it actually is,\u201d said Fr\u00e9d\u00e9ric Fran\u00e7ois, president of PRGN<\/strong>.<\/p>\n

\u201cBut shaping how a brand is perceived, trusted, and talked about still takes coordination and judgment, and AI alone can\u2019t provide that. As AI becomes more embedded in how content is created, organizations need to decide who is driving how it is used. In many cases, communications teams are reacting, not defining it.\u201d<\/p>\n

Among the key findings of the survey:<\/p>\n

    \n
  • Influence is shaped by a broader mix of channels and audiences<\/strong>: Social media (80%) was identified as having the greatest impact on brand influence, followed by consumer advocacy (72%) and earned media (68%). Additional channels, including influencers, AI platforms, paid media, owned media and employee advocacy, also play a role. Consumers (83%) were seen as having the greatest influence, alongside mainstream media, content creators, employees, industry analysts and government or regulators.<\/li>\n
  • AI is expanding capabilities while introducing new challenges:<\/strong> Nearly half of respondents (48%) say AI enables more efficient content creation, while others cite improved responsiveness to trends, stronger performance analysis and enhanced customer engagement. At the same time, respondents note that AI-generated content can make it more difficult to differentiate and raises concerns around authenticity and trust.<\/li>\n
  • Trust and reputation remain foundational to brand influence:<\/strong> As in prior findings, trust (60%) and reputation (57%) were identified as the most important drivers of influence, followed by authenticity (47%) and relevance to consumers (40%). Customer-focused metrics such as customer loyalty (28%) and brand equity (19%) were identified as leading indicators for evaluating influence, though measurement approaches vary.<\/li>\n
  • Organizations are evolving how they build and manage influence:<\/strong> Nearly nine out of 10 respondents (88%) say their approach has changed in the past year, including 30% who report significant change. Many organizations report becoming more deliberate in how they communicate, including increased focus on values-based messaging, closer monitoring of global events, and adapting communications to regional and cultural differences.<\/li>\n
  • There is a growing gap between the importance of influence and how effectively it is managed:<\/strong> While brand influence is widely recognized as critical to organizational success, performance remains uneven. Only 17% of respondents say their organization\u2019s approach to brand influence exceeds expectations or is outstanding, while 41% report that it needs improvement. These findings highlight a disconnect between the priority placed on influence and organizations\u2019 ability to consistently manage it in practice.<\/li>\n<\/ul>\n

    The survey includes responses from more than 1,800 professionals across 48 countries and was conducted with participation from PRGN\u2019s global network of agencies, with results weighted by GDP to reflect a balanced global perspective. It builds on PRGN\u2019s inaugural global study and is part of an ongoing effort to track how brand influence continues to evolve.<\/p>\n