The FIR Podcast Network Everything Feed Sam Michelson on How AI Search is Changing Reputation Management
AI-powered search is fundamentally changing how reputations are built, managed, and perceived online. In this FIR Interview, we’re joined by Sam Michelson, founder and CEO of digital reputation management company Five Blocks, to discuss how companies and executives must rethink their approach to digital reputation management in a world where search is no longer just about Google.
Sam explains how AI-driven platforms like ChatGPT, Gemini, and Perplexity are shifting search behaviour. Users are no longer just looking for links; they’re asking complex, conversational questions and expecting detailed, AI-generated summaries. This means that traditional SEO tactics, like keyword optimisation and structured markup, are becoming less relevant. Instead, companies must focus on creating rich, authoritative content that AI models can reference to shape narratives.
A key challenge, Sam notes, is that most companies don’t address their own challenges online. When people ask AI models about the risks or controversies surrounding a brand, the answers often come from news sites or third-party sources rather than the company itself. By not filling this information gap, businesses risk having others define their reputation for them.
We also explore the rise of Agentic AI, where autonomous digital agents gather, analyse, and summarise information, both for consumers and businesses. Five Blocks is experimenting with AI-driven monitoring tools that track how different AI platforms present brands, helping companies stay ahead of reputational risks.
Key Takeaways
- AI search constructs narratives, not just ranked results – brands must ensure their voice is included.
- Companies need to surface their own rich, authoritative content to influence AI-generated answers.
- Ignoring reputation challenges means others will define them for you. Transparency is key.
- Traditional SEO is losing ground to AI-driven search – brands should shift focus to thought leadership and authoritative content.
- The time to act is now – early movers in AI search strategy will have a significant advantage.
About Our Conversation Partner
Sam Michelson is a recognised thought leader in digital reputation management and the Founder and CEO of Five Blocks, a pioneering firm that helps executives and brands take control of their online presence. With over 20 years of experience, Sam has worked closely with industry leaders and top PR and public affairs firms, advising them on strategies to shape search results, Wikipedia pages, and AI-driven platforms like ChatGPT.
A sought-after speaker and consultant, Sam shares insights on the evolving digital landscape, reputation strategy, and the intersection of technology and communications. He holds two U.S. patents for innovations in knowledge base technology and interactive digital advertising.
Beyond his work, Sam is an avid traveller, scuba diver, and mountain biker. He is married and has eight children.
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