Strana 17
15
2.
AI systems reward ecosystems of
credible sources, not isolated brand
claims. Credibility must be established
across the environments that AI sys-
tems use as evidence, rather than
relying on abrand’s own
messaging alone.
3.
Media remain important, but they
are only one part of a much broader
information ecosystem. Communities,
video platforms, professional networks
and expert institutions now play
an equally significant role in
shaping credibility.
4.
Every AI platform behaves
differently.
Strategies should be tailored to the
characteristics of individual AI
platforms rather than applied
uniformly across all of
them.
5.
Credibility is not built solely at
the global level. Local media, experts,
institutions and communities often
have the greatest influence on
how a brand is perceived within
aspecific market.