Nigerian banks, telecom companies and fintechs may be entering a new era where corporate reputation is shaped less by advertising and more by what AI systems consider believable.
That is the key message from a new global study by Burson, which warns that visibility in AI-generated responses alone is no longer enough to build trust. Instead, brands must prove their claims through credible evidence, independent validation and consistent digital footprints if they want to influence how AI platforms portray them.
The report, titled ‘The Credibility Paradox’, examined more than 55,000 believability scores across 85 companies and seven major AI answer platforms. It found that AI systems increasingly favour information supported by media reports, customer experiences, reviews, expert endorsements and other verifiable evidence over self-promotional corporate messaging.
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The findings carry particular significance for Nigeria, one of Africa’s fastest-growing digital markets. With
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