Banks, telcos, fintechs face growing AI reputation challenge

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 more than 109 million internet users and nearly 48 million social media identities as of the end of 2025, information discovery is increasingly happening through digital and AI-powered channels.

Industry analysts say this shift could have profound implications for sectors such as banking, telecommunications, fintech, energy and consumer goods, where trust plays a major role in customer acquisition, investor confidence and regulatory relationships.

Yomi Badejo-Okusanya, lead partner at CMC Connect LLP, Burson’s exclusive affiliate in Nigeria, said organisations must rethink how they manage reputation in an environment where AI platforms are becoming influential intermediaries between brands and stakeholders.

“The rise of AI-powered search and information platforms is reshaping how reputations are built, managed and protected. For Nigerian organisations, the implication is clear: it is no longer enough to be visible online. Brands must ensure that the information available about them is credible, independently validated and capable of earning trust across multiple audiences,” he said.

One of the study’s most striking findings is that workplace reputation is emerging as a stronger trust driver than many traditional corporate messages. Information relating to employee experiences, workplace culture and employer reputation was found to generate higher credibility scores than several other reputation indicators.

The trend could become increasingly important in Nigeria, where companies are competing for scarce technology and professional talent amid growing demand for digital skills.

The report also revealed a credibility gap around corporate leadership. Claims about executives and leadership performance ranked among the least believable categories across industries, suggesting that organisations can no longer rely on executive visibility alone to build trust.

Instead, AI systems appear more likely to reward measurable results, transparent governance practices and independently verified achievements.

Another notable finding was the difference in how audiences react to AI-generated information. Business decision-makers were found to be about 10 per cent more likely than the general public to consider AI-generated responses convincing. This suggests that companies may need tailored communication strategies for different stakeholder groups rather than relying on one-size-fits-all messaging.

For Nigerian businesses, the implications extend beyond public relations. As AI tools increasingly influence purchasing decisions, investment assessments, recruitment choices and corporate due diligence, reputation management is becoming closely linked to business performance.

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The study suggests that future corporate competitiveness may depend not only on whether a company appears in AI-generated answers, but whether those answers are trusted.

Raheem Olabode, managing partner at CMC Connect LLP, said organisations that fail to adapt could face growing challenges in attracting customers, talent and capital.

“As AI becomes a primary source of information for stakeholders, reputation management is evolving from managing perceptions to managing credibility at scale. Organisations that proactively shape and strengthen their digital reputation today will be better positioned to earn trust, attract investment, retain talent and sustain long-term growth,” he said.

The findings highlight what could become the next major challenge for corporate Nigeria: ensuring that when AI speaks about a company, it tells a story that audiences believe. In the emerging AI economy, credibility, not visibility, may become the most valuable reputation asset of all.