Online reputation and AI: generative fingerprinting

Let’s work on Generative Digital Footprint 

Diego Jiménez CEO at ROI UP Group

Artificial Intelligence is revolutionizing the pharmaceutical industry, from streamlining processes to hyper-personalizing strategies. But its real value isn’t in replacing human talent, it’s in enhancing it. That’s why, at ROI UP Group, we’ve spent over a year integrating AI into our projects with a strategic vision to maximize real impact. 

Now, more than ever, AI-generated content is shaping how companies are perceived online. With the rise of Google AI Overview and tools like ChatGPT, Perplexity, Copilot, and Gemini, digital reputation is no longer just about what you publish about what AI says about you. And for pharmaceutical companies, where trust is everything, this shift presents both a risk and a business necessity. 

How AI Content is ranked in Google: A new challenge 

The way content is positioned in search engines has changed. Google AI Overview now delivers AI-generated summaries at the top of search results, pulling data from multiple sources to provide direct answers. This means that if your brand isn’t proactively managing its online content, AI might generate summaries based on incomplete, outdated, or even biased information. 

For pharmaceutical companies, this evolution isn’t just about visibility, it’s about credibility. Unlike traditional search rankings, where brands could optimize content and manage SEO, AI-generated responses rely on whatever information is available, making it crucial for companies to ensure that the right data is accessible and accurate. 

Search results for AI summaries: The new reality 

Until recently, search engine optimization (SEO) focused on ranking high in Google’s traditional results, a mix of organic listings, featured snippets, and paid ads. But with the integration of AI-generated summaries at the top of search pages, Google now pulls information from various sources to instantly generate responses. 

This shift means that brands are no longer just competing for rankings; they need to ensure AI platforms retrieve and interpret their content correctly. The risk? If your digital footprint is weak or inconsistent, AI might pull from outdated, incomplete, or even misleading information, shaping your brand’s reputation without your control.  

From Digital Footprint to Generative Digital Footprint 

So, before we talk about Generative Digital Footprint, it’s important to understand what a Digital Footprint really is. In simple terms, it’s all the information about a company, person, or service that appears online on Google Search, Bing, LinkedIn, X, TikTok, YouTube, and beyond. 

But with AI-powered search evolving, we’re entering a new era: now, Google AI Overview and AI chatbots generate their own responses based on available data. This means companies are no longer just competing for search rankings, they need to ensure AI platforms have access to the right information to build accurate and positive narratives. 

The Digital Reputation Barometer: What’s the AI Reputation Risk for Mexico’s Top Pharma Companies?

One critical factor that many major pharmaceutical companies are still overlooking is the reputational risk of not managing their Digital Footprint, especially their Generative Digital Footprint. The bad news? The damage is already happening. The good news? It can still be reversed with strong strategies that align tech and marketing teams under a common goal. 

Many pharmaceutical giants are underestimating the reputational risks of AI-generated content. The reality? If you’re not proactively managing your Generative Digital Footprint, AI models will fill the gaps with whatever data they find, accurate or not. 

In this analysis below, we highlight the key risk areas that pharma companies need to focus on when it comes to AI-generated content shaping their reputation. The study focuses on Mexico’s Top 20 Pharma Companies, including Bayer, Sanofi, Teva, Abbott, Johnson & Johnson, Novartis, Pisa Farmacéutica, MSD, Pfizer, GSK, Merck Group, AbbVie, Novo Nordisk, AstraZeneca, Boehringer Ingelheim, Genomma Lab, Roche, Amgen, Stendhal, and Grupo Somar. 

The first risk analysis chart evaluates AI reputation risk by combining public perception, digital presence, and an overall risk score. It reflects how Generative Digital Footprint influences the way pharma brands are perceived in AI platforms like ChatGPT and Gemini, identifying which companies have a strong, stable presence and which are at high risk of being misrepresented. 

AI & Pharma: Key insights on Digital reputation risk 

• High Reputation Risk 

Companies like AstraZeneca, Grupo Somar, MSD, Johnson & Johnson, and GSK scored below 3 on our reputation index. Their low digital presence increases the chance of AI relying on incomplete, outdated, or biased information. 

• How to fix it? 

Strengthen online presence with verified content Implement Generative Engine Optimization (GEO) strategies to ensure AI platforms access the right data 

• Weak Digital Presence 

Companies with a low digital footprint (≤2) are at an even greater risk. AI prioritizes third-party content, meaning that if your company isn’t visible, someone else controls your story. 

• How to strengthen your footprint? 

Apply SEO strategies adapted for AI (GEO)

Ensure AI-driven platforms retrieve accurate, high-quality information

• Strong Digital Presence & Low Risk 

Companies like Pisa Farmacéutica, Teva, Novartis, Sanofi, and Bayer have a solid online footprint, scoring above 4. Their proactive digital strategies reduce the risk of misinformation and maintain a strong brand reputation. 

• How to maintain a strong AI reputation? 

Continuously optimize corporate communication Monitor AI-generated content to ensure accuracy and consistenc 

• AI Reputation: A Challenge and a Business Imperative 

The data is clear: pharmaceutical companies can no longer afford to ignore AI reputation management. The strongest brands in the digital space are those that proactively shape their AI presence, ensuring their narrative isn’t left to chance. 

Download our full White Paper on Generative Digital Footprint in Mexico’s Top 20 Pharma Companies.