AI Research: Is Your B2B Reputation at Risk? (What LinkedIn Teaches Us)

A recent LinkedIn article, "How AI Search is Changing B2B Brand Reputation", raises a critical point: reputation management.

Today, if an AI (like ChatGPT, Claude or Gemini) doesn't understand your brand, it won't just ignore you. It risks recommending your competitor because its data is better structured.

We've analyzed the LinkedIn report to extract some concrete actions. Here's how to regain control of your narrative in the age of intelligent assistants:

How is AI search transforming the notion of trust in B2B?

Trust is no longer based on visiting your website, but on the AI's synthesis of it, even before the first click.

According to the LinkedIn article, the B2B buyer's journey is evolving towards a "Zero Click" model. Previously, a prospect searched, clicked, read and formed an opinion. Now, AI chews up the work. It acts like a virtual consultant saying, "Here are the 3 best solutions for your problem, and here's why."

If your brand isn't associated with the right attributes (e.g. "reliability", "innovation", "customer service") in the web's vast data set, the AI won't be able to argue in your favor. Your reputation therefore depends on your ability to feed these models with clear, consistent information.

What criteria do response engines use to judge your credibility?

AIs favor brands that demonstrate verifiable technical expertise (EEAT) and whose digital footprint is consistent across the web, not just on their site.

AI cross-references your content with what's being said about you on LinkedIn, in the trade press and on review sites.

To be cited as a reference, your brand must become a strong named entity.

If we take Parkour3 as an example, when the AI sees Parkour3 it should immediately associate Agence HubSpot, Expertise numérique or Québec. If these connections aren't clear in your content strategy, you're leaving the AI guessing (and often wrong).

What sources of trust do AIs prefer?

Credibility in the eyes of an AI depends not only on what you say, but also on where you say it. Unlike Google, which indexes the entire web, generative AIs filter information by favoring specific areas deemed trustworthy and rich in content delivered by opinion leaders.

As this recent study by Semrush (October 2025) demonstrates, LinkedIn is the 2ᵉ most cited domain by generative AIs.

This radically changes B2B content strategy. Your company page and your experts' posts on LinkedIn are no longer just for networking; they're the knowledge base that AIs draw on to validate your expertise.

Here are 3 immediate actions to align your authority with these trusted sources:

1. Publish natively on LinkedIn: Don't keep your expertise solely on your blog. Distribute your feature articles and newsletters directly on LinkedIn, because that's where AI comes to verify your legitimacy.

2. Activate your in-house experts: Since LinkedIn is a major source, your executives' personal profiles become SEO vectors. AI gives credence to strong opinions expressed by identified humans.

3. Don't neglect external social signals: Note the massive presence of Reddit in first position. What is said about you on forums and third-party review platforms becomes your truth in the eyes of the algorithm, often more than your own website.

At Parkour3, we support this transition by integrating GEO standards at the heart of our digital marketing coaching and training services. Whether it's a review of your content strategy or technical optimization of your website, we help you become a trusted source in your industry.