Burson Launches AI Tool to Link Reputation with Business Impact

Global communications agency Burson has introduced Reputation Capital, an AI-powered platform that connects key reputation drivers to tangible business outcomes like stock price, sales, and purchase intent. Available via WPP Open, the tool uses advanced modeling to monitor eight reputation levers—ranging from leadership to innovation—and provides real-time scores and insights for thousands of global brands. It identifies reputation risks and opportunities, helping businesses act swiftly. Notably, in the tech sector, a 1% increase in a company's Reputation Capital score correlated with up to $2.4B in added shareholder value. The platform is part of Burson’s Innovation Portfolio, enabling rapid analysis, audience targeting, and culturally relevant strategy through AI. By making reputation measurable and actionable, Burson transforms it into a driver of business performance and shareholder value.

11-06-2025