Reputation has launched a major upgrade to its platform, marking a shift toward AI-native infrastructure aimed at transforming how businesses capture and act on consumer sentiment in real-time.

The re-engineered platform integrate new intelligence engine capabilities that can analyse disparate data streams in an effort to convert customer feedback into actionable insights.

By embedding advanced AI into its core, Reputation says the platform is now equipped to help brands navigate an increasingly complex and feedback-driven marketplace with greater agility and precision.

“We’ve spent the last two years preparing for the seismic shift AI is now bringing to every industry,” said Joe Burton, CEO of Reputation.

“We’re ushering in an era of AI-powered reputation management - one where workflows are automated and businesses can better understand and act on customer sentiment in real-time. This next-gen engine, data lake, and processing hub is at the core of how we’re transforming the way businesses manage their brands.”

A key upgrade to the platform is its expanded intelligence network, which now pulls from a wider array of high-impact data sources - including Yelp, a platform used by 76 million people every month seeking reviews and business recommendations.

“The future of reputation management is proactive, predictive, and powered by real-time intelligence,” said Shantanu Sarkar, Reputation’s chief technology officer. “Most platforms are trying to retrofit AI into outdated systems. We rebuilt our foundation with clean data, intelligent tagging, and a new architecture designed for modern LLMs and vector databases.

“To truly lead with AI, you need infrastructure that delivers real-time insights, adapts at scale, and puts intelligence directly into the hands of decision-makers. This new platform will do just that.”

Reputation said the fully AI-native architecture has also been built to scale with future fast-moving market shifts

Planned updates will include predictive sentiment analysis, AI-powered competitive benchmarking, and a natural language interface to make sophisticated analytics accessible to frontline teams.

Speaking at the May 15 London launch of Reputation’s next-generation platform, CEO Joe Burton and EMEA managing director Anthony Gaskell underlined both the challenges and transformative potential of AI’s advanced capabilities to cut through the growing noise of consumer feedback and sentiment across an increasingly fragmented range of digital channels.

Gaskell pointed to the increasing complexity of customer feedback channels as both a challenge and an opportunity. “There’s more noise in the system than ever,” he said, citing the proliferation of new digital platforms and the growing volume of user-generated content.

“It’s harder for businesses to listen. But people still want to be heard - and their voices still shape reputation.”

Referencing recent industry data, Gaskell noted that 15% of Google searches are entirely new, often highly specific.

“Consumers know exactly what they want. But they’re also still asking their neighbour, their friend, or checking reviews before they make a decision. It’s a paradox: we live in a hyper-personalised world, but trust still depends on word of mouth.”

He warned against shallow implementations of AI in response to these pressures. “There’s a lot of ‘lipstick AI’ out there - looks good, but it doesn’t solve anything,” he said. “This isn’t about surface gloss. It’s about deep value.”

Burton, commenting on the new capabilities of the platform said. “We’re not layering AI on top of what we already had,” he said. “We’ve rebuilt the platform from the ground up with AI at the core - not for the sake of hype, but to help our clients make better decisions.”

“We’re here to help customers make sense of the chaos - listen better, act smarter, and build trust when it’s in short supply.”

As AI becomes increasingly integrated into the customer experience, Burton said businesses can no longer afford to treat AI as an add-on.

“The companies that win will be the ones that use AI to drive meaningful transformation,” Burton said. “Not just faster. But smarter, fairer and better.”