ORM Problems in 2025

What to expect in 2025? Upheaval is one word that comes to mind. 

I predict, perhaps more than any other time, big changes in store for online reputation management, online search and even the internet. It will be coming from all sides: new technology in the form of AI, additional government policies in the US and EU and shifting consumer preferences. Buckle up. 

Businesses and brands have not been too joyous over recent algorithm updates and shifts to AI generated overviews, which has resulted in less views, less clicks and less business. In turn, this makes repairing damaged online reputations harder.

Below are some of my predictions for 2025.

1. The Breakup of Google’s Control on Search

The dominance of Google as the gateway to online information is fracturing as new search options emerge (see more below). Bing as well as niche platforms like DuckDuckGo and privacy-first or decentralized search tools are gaining traction, reducing reliance on Google. 

Without diversification geared to these shifts, businesses and brands could be left behind, becoming invisible or more susceptible to negative links.

2. Selectively Enforced Government Intervention in Tech and Search

Governments are increasingly intervening in tech regulation, with uneven enforcement creating a patchwork of rules across industries and regions. Monopolized search, misinformation, AI ethics, and data privacy are under heightened scrutiny. 

However, enforcement varies depending on political and economic factors. 

In the US, expect possible new laws, including more pressure on Google, less regulation on X (formerly Twitter) and Grok run by Elon Musk, more restrictions on other AI tools, and possible relaxation of legal liability for online platforms. At the same time, European countries could increase regulations to avoid harmful content. 

Ignoring these trends can lead to severe reputation harm.

3. The Rise of ChatGPT Competing with Online Search

Generative AI tools like ChatGPT, Gemini and Perplexity now provide specific answers rather than lists of links from Google, and even pull directly from online sources in real time. This shift challenges traditional search engines, particularly as users turn to these AI tools for fast, sale-free and customized insights.

You need to think bigger, and include broad strategies to address this.

4. Reputation Management for Generative AI Tools

As a result, generative AI (GenAI) Reputation Management will grow and increasingly shape how information is shared. Poor, negative or non-existent AI outputs can damage reputations, making proactive oversight essential. Because ChatGPT and others can produce misinformation, inaccuracies, biases too, businesses must manage how these tools represent them. 

5. Social Media and Reviews Flooded with AI-Generated Poor-Quality Text

Writing blogs or fake reviews are easy with AI, right? No…

The proliferation of generative AI leads to an overwhelming volume of poor quality articles, social media posts, and reviews. Many businesses and individuals might be tempted to jump on the bandwagon, but prioritizing quantity over quality can lead to reputational damage.

5 Solutions for Online Reputation Management 

The antidote, in general, is to be human, and shift to building a reputation on AI platforms.

1. Be Diverse

Start to diversify. Businesses and individuals need to ensure content is optimized for a variety of platforms, including new ones. Tailor information to rank well for not only Google but also within the new fragmented search paradigm. Focus on consistent, accurate representation across broader landscapes.

• Optimize Across Multiple Platforms: Develop content for both traditional search engines like Google, but include Bing and emerging platforms and niche ones like DuckDuckGo.
• Ensure Consistency: Always make accurate and consistent information to build trust and credibility in a more fragmented digital ecosystem.

2. Stay Up to Date with Regulations and Changes

Selective regulation means businesses need to proactively align with compliance. But these vary, so what to do? Plan ahead and be conservative. For regions where enforcement is stricter, such as the EU, or for the new Trump administration, you must follow legislation.  

• Be Ethical: Transparent web reputation practices that emphasize accountability and ethical behavior will be even more of a competitive advantage. 
• Identify AI: Label AI-generated content clearly in images, blog posts, other materials and engagement. For example, adding a note like “This content was created with the assistance of AI tools” shows transparency.

3. Keep the focus on human-made quality

The flood of poorly written, generic, or misleading content erodes trust so keep the focus on quality. Users are evermore more skeptical of fake sounding text and social media interactions, so always be credible.

• Be Human, Genuine: Respond actively to comments, questions, and direct messages with personalized, thoughtful replies that show genuine interest.
• Write for People: AI might help produce an outline but NEVER post an unedited version. Instead, carefully craft a rewrite based on what your clients/readers need and in a tone they relate to.

4. Embrace Generative AI Reputation Management

Jump in on GenAI Reputation Management before competitors do. This means using traditional online reputation management techniques, such as excellent content creation, as well as giving human feedback on ChatGPT and other LLMs.

• Monitor AI Outputs: Review answers generated by AI tools for you and your business to see inaccuracies or biases.
• Train with Accurate Data: Give up-to-date, reliable info online to build or improve positive representation in outputs.
• Engage Proactively: Address problems or misinformation quickly, and build trust through authentic, human connections.

5. Be Ready to Pivot

2025 will be a year of change in online reputation management, so keys are to be ready to shift quickly.   

• Educate Your Team: Train your team on how to keep quality and be authentic in everything they put out there.
• Monitor and Evolve: Regularly analyze performance to identify trends, new platforms and be ready to pivot.

Bottom Line: Shift and Pivot

I can’t think of a time where web reputation change is more likely and in flux. New AI tools, possible breakup of Google, and other uncertainty abound in 2025 for almost everyone across the board–CEOs, lawyers, artists, financial advisors, non-profits, are all at risk of reputational damage. But there is hope in getting back to basics: be human, focus on authenticity but shift to new systems.