Empresas: cuatro errores que están destruyendo la reputación de una marca en la era de la inteligencia artificial
La reputación de una empresa ya no depende únicamente de la calidad de sus productos o servicios. En un entorno donde cualquier decisión puede hacerse pública en cuestión de minutos, la confianza se ha convertido en uno de los activos más valiosos, y también más frágiles, para las organizaciones.
Según el informe de Edelman Trust Barometer 2025, revela que el 61% de las personas a nivel global manifiesta un nivel moderado o alto de descontento hacia las instituciones, confirmando que la reputación ya no depende únicamente de lo que una empresa dice, sino de la confianza que logra construir con sus distintos públicos. Este escenario obliga a las organizaciones a fortalecer su reputación mediante una comunicación coherente y transparente.
“La inteligencia artificial puede ayudarte a comunicar más rápido, pero nunca reemplazará una estrategia de reputación. Hoy las marcas no compiten por publicar primero; compiten por ser creíbles y el error de muchas compañías es que enfocan sus esfuerzos en ganar visibilidad, cuando el verdadero desafío es construir credibilidad y confianza.”, señala Lucía Robles Villacorta, gerente general de LLM Relaciones Públicas.
Según la especialista, uno de los errores más frecuentes es pensar que la reputación depende únicamente de las redes sociales, cuando en realidad se construye a partir de decisiones empresariales, coherencia institucional y una comunicación estratégica sostenida en el tiempo.
Ante este panorama, LLM Relaciones Públicas comparte cuatro errores que las empresas deberían evitar para proteger su reputación:
1. Confundir confianza con presencia digital. Publicar todos los días no garantiza credibilidad. Una marca puede tener miles de seguidores y, aun así, carecer de legitimidad si sus mensajes no son coherentes con sus acciones.
2. Automatizar toda la comunicación. La inteligencia artificial facilita procesos y acelera la producción de contenidos, pero delegar completamente la comunicación a herramientas tecnológicas puede hacer que la marca pierda autenticidad y conexión con sus públicos.
3. Reaccionar solo cuando aparece una crisis. Muchas organizaciones recién prestan atención a su reputación cuando enfrentan cuestionamientos públicos. La gestión reputacional debe trabajarse de manera preventiva y no únicamente cuando existe un problema.
4. Medir el éxito solo por métricas digitales. Alcance, impresiones o visualizaciones son indicadores útiles, pero no reflejan por sí solos la confianza que genera una organización. La reputación se construye con consistencia, relaciones de largo plazo y credibilidad frente a los diferentes grupos de interés.
La creciente adopción de inteligencia artificial obliga a las empresas a reforzar sus estrategias de reputación y diferenciar aquello que ninguna tecnología puede replicar: la confianza. Diversos estudios muestran que la IA ya ocupa un lugar prioritario en las áreas de comunicación, pero el reto será combinar eficiencia tecnológica con criterio humano y pensamiento estratégico.
“La reputación sigue siendo una decisión humana. Las herramientas cambian, los algoritmos evolucionan, pero la confianza continúa construyéndose con coherencia. Las empresas que entiendan eso tendrán una ventaja competitiva mucho más difícil de copiar que cualquier innovación tecnológica”, concluye Robles Villacorta.
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