{"id":15010,"date":"2026-07-24T11:39:59","date_gmt":"2026-07-24T09:39:59","guid":{"rendered":"https:\/\/lfchannel.com\/?p=15010"},"modified":"2026-07-27T12:31:12","modified_gmt":"2026-07-27T10:31:12","slug":"la-credibilitat-de-les-marques-en-lera-de-la-ia-informe-de-worldcom-i-semrush","status":"publish","type":"post","link":"https:\/\/lfchannel.com\/ca\/la-credibilitat-de-les-marques-en-lera-de-la-ia-informe-de-worldcom-i-semrush\/","title":{"rendered":"La credibilitat de les marques en l&#8217;era de la IA: Worldcom i Semrush analitzen les claus de la rellev\u00e0ncia digital"},"content":{"rendered":"<p><strong>La intel\u00b7lig\u00e8ncia artificial est\u00e0 transformant <\/strong>la forma en la qual les persones busquen informaci\u00f3 i prenen decisions, i amb aix\u00f2 tamb\u00e9 est\u00e0 canviant <strong>les regles de joc per a les marques<\/strong>. La credibilitat no dep\u00e8n \u00fanicament dels missatges que una organitzaci\u00f3 comparteix en els seus propis canals, tamb\u00e9 de les fonts que els sistemes d&#8217;IA consideren fiables a l&#8217;hora de generar les seves respostes.<\/p>\n<p>En aquest nou escenari, <a href=\"https:\/\/worldcomgroup.com\/es\/\" target=\"_blank\" rel=\"noopener\"><strong>Worldcom Public Relations Group (Worldcom)<\/strong><\/a>, la major xarxa mundial d&#8217;ag\u00e8ncies independents de relacions p\u00fabliques, juntament amb <a href=\"https:\/\/es.semrush.com\/\" target=\"_blank\" rel=\"noopener\"><strong>Semrush<\/strong><\/a>, ha analitzat on han de construir les marques la seva autoritat i confian\u00e7a amb <a href=\"https:\/\/worldcomgroup.com\/es\/resources\/2026-where-trust-lives-sources-for-credibility-in-local-markets\/\" target=\"_blank\" rel=\"noopener\"><strong>l&#8217;informe \u201c2026 Where Trust Lives: Sources for Credibility in Local Markets\u201d<\/strong><\/a>. Presentat durant la sessi\u00f3 \u201cPR in Cannes\u201d de ICCO en el marc del Festival Internacional de Creativitat Cannes Lions, l&#8217;estudi examina com les respostes generades per intel\u00b7lig\u00e8ncia artificial estan redefinint l&#8217;ecosistema de fonts que influeixen en la percepci\u00f3 de les marques.<\/p>\n<blockquote><p>Com explica <strong>Imma Folch, CEO i fundadora de LF Channel<\/strong>, i representant de Worldcom Public Relations Group a Espanya: \u201cAquest estudi confirma alguna cosa que en LF Channel veiem cada dia amb els nostres clients. La reputaci\u00f3 d&#8217;una marca ja no es construeix nom\u00e9s amb el que publica, sin\u00f3 amb el que diu d&#8217;ella l&#8217;ecosistema de fonts que l&#8217;envolta. Guanyar visibilitat avui exigeix ser present de manera cre\u00efble en m\u00faltiples fonts, i adaptar aquesta estrat\u00e8gia al context local de cada mercat\u00bb.<\/p><\/blockquote>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lfchannel.com\/ca\/la-credibilitat-de-les-marques-en-lera-de-la-ia-informe-de-worldcom-i-semrush\/#4_claus_que_transformen_la_visibilitat_de_les_marques_en_lera_de_la_intelligencia_artificial\" >4 claus que transformen la visibilitat de les marques en l\u2019era de la intel\u00b7lig\u00e8ncia artificial<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lfchannel.com\/ca\/la-credibilitat-de-les-marques-en-lera-de-la-ia-informe-de-worldcom-i-semrush\/#1_La_IA_recull_informacio_de_les_plataformes_participatives\" >1. La IA recull informaci\u00f3 de les plataformes participatives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lfchannel.com\/ca\/la-credibilitat-de-les-marques-en-lera-de-la-ia-informe-de-worldcom-i-semrush\/#2_No_existeix_una_unica_formula_per_guanyar_visibilitat_en_la_IA\" >2. No existeix una \u00fanica f\u00f3rmula per guanyar visibilitat en la IA<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lfchannel.com\/ca\/la-credibilitat-de-les-marques-en-lera-de-la-ia-informe-de-worldcom-i-semrush\/#3_La_rellevancia_duna_marca_depen_tambe_del_mercat_en_el_qual_opera\" >3. La rellev\u00e0ncia d&#8217;una marca dep\u00e8n tamb\u00e9 del mercat en el qual opera<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lfchannel.com\/ca\/la-credibilitat-de-les-marques-en-lera-de-la-ia-informe-de-worldcom-i-semrush\/#4_Lautoritat_continua_important_pero_ara_comparteix_espai_amb_la_comunitat\" >4. L&#8217;autoritat continua important, per\u00f2 ara comparteix espai amb la comunitat<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"4_claus_que_transformen_la_visibilitat_de_les_marques_en_lera_de_la_intelligencia_artificial\"><\/span>4 claus que transformen la visibilitat de les marques en l\u2019era de la intel\u00b7lig\u00e8ncia artificial<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u20182026 Where Trust Lives: Sources for Credibility in Local <em>Markets\u2019 es basa en el \u2018<\/em>LLM Citations Study\u2019 de Semrush, que va analitzar dades de citaci\u00f3 a nivell de <em>prompt durant 34 per\u00edodes de reporti setmanals, entre octubre de 2025 i maig de 2026. <\/em>L&#8217;estudi va examinar quatre de les principals plataformes d&#8217;IA conversacional: ChatGPT Search, Gemini, Google AI Mode i Perplexity, i va aprofundir en vuit mercats internacionals: l&#8217;Argentina, el Brasil, Alemanya, Indon\u00e8sia, Singapur, Sud-\u00e0frica, Uni\u00f3 dels Emirats \u00c0rabs i els Estats Units.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_La_IA_recull_informacio_de_les_plataformes_participatives\"><\/span>1. La IA recull informaci\u00f3 de les plataformes participatives<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Sis dels quinze dominis m\u00e9s citats a nivell mundial al maig de 2026 s\u00f3n plataformes socials, de v\u00eddeo, comunit\u00e0ries o professionals. Reddit apareix en el 31,5% dels prompts analitzats, YouTube en el 29,1%, X en el 19,0% i Linkedin en el 18,2%.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_No_existeix_una_unica_formula_per_guanyar_visibilitat_en_la_IA\"><\/span>2. No existeix una \u00fanica f\u00f3rmula per guanyar visibilitat en la IA<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Els principals sistemes de resposta d&#8217;IA no funcionen amb els mateixos criteris de selecci\u00f3 de fonts. Mentre Google AI Mode mostra una major afinitat per continguts audiovisuals i socials, Perplexity destaca per rec\u00f3rrer a fonts professionals i de refer\u00e8ncia, i Gemini cita amb menor freq\u00fc\u00e8ncia que la resta. El resultat: una marca pot tenir <strong>una pres\u00e8ncia destacada en un entorn IA i passar desapercebuda en un altre.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_La_rellevancia_duna_marca_depen_tambe_del_mercat_en_el_qual_opera\"><\/span>3. La rellev\u00e0ncia d&#8217;una marca dep\u00e8n tamb\u00e9 del mercat en el qual opera<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>La intel\u00b7lig\u00e8ncia artificial <strong>no utilitza les mateixes refer\u00e8ncies en tots els mercats<\/strong>. Les fonts que contribueixen a construir credibilitat poden canviar significativament segons el context local, la qual cosa fa imprescindible que les marques adaptin les seves estrat\u00e8gies i tinguin en compte les particularitats de cada audi\u00e8ncia.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Lautoritat_continua_important_pero_ara_comparteix_espai_amb_la_comunitat\"><\/span>4. L&#8217;autoritat continua important, per\u00f2 ara comparteix espai amb la comunitat<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>La reputaci\u00f3 digital continua secundant-se en <strong>fonts reconegudes<\/strong>, per\u00f2 l&#8217;escenari \u00e9s ara molt m\u00e9s ampli. La IA combina refer\u00e8ncies tradicionals, com a institucions, publicacions acad\u00e8miques o mitjans especialitzats, amb espais de conversa i comunitats en l\u00ednia on tamb\u00e9 es genera credibilitat.<\/p>\n<blockquote><p>\u201cLa IA no est\u00e0 substituint la confian\u00e7a. Est\u00e0 reorganitzant on es troba, se cita i es fa visible. Les marques no guanyaran publicant m\u00e9s contingut gen\u00e8ric. Guanyaran aportant evid\u00e8ncia a trav\u00e9s de les fonts, comunitats, experts i plataformes locals que els sistemes d&#8217;IA usen en les seves respostes\u201d, detalla<strong> Linda Groendyke, de Worldcom Public Relations Group.<\/strong><\/p><\/blockquote>\n<p>En aquest nou escenari, les marques necessiten replantejar com construeixen la seva credibilitat i com treballen la seva <strong>pres\u00e8ncia en els diferents ecosistemes<\/strong> que influeixen en les respostes generades per intel\u00b7lig\u00e8ncia artificial. A <a href=\"https:\/\/lfchannel.com\/ca\/\" target=\"_blank\" rel=\"noopener\"><strong>LF Channel<\/strong><\/a> ajudem les organitzacions a desenvolupar estrat\u00e8gies de comunicaci\u00f3 i relacions p\u00fabliques adaptades a aquesta nova realitat, combinant coneixement local, autoritat de marca i una visi\u00f3 global. <a href=\"https:\/\/lfchannel.com\/ca\/contacte\/\" target=\"_blank\" rel=\"noopener\"><strong>Posa&#8217;t en contacte amb nosaltres.<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La intel\u00b7lig\u00e8ncia artificial est\u00e0 transformant la forma en la qual les persones busquen informaci\u00f3 i prenen decisions, i amb aix\u00f2 tamb\u00e9 est\u00e0 canviant les regles de joc per a les marques. La credibilitat no dep\u00e8n \u00fanicament dels missatges que una organitzaci\u00f3 comparteix en els seus propis canals, tamb\u00e9 de les fonts que els sistemes d&#8217;IA [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":15005,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[47,69],"tags":[],"class_list":["post-15010","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat","category-worldcom-ca"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Descobreix com la intel\u00b7lig\u00e8ncia artificial redefineix la reputaci\u00f3 de les marques i quines fonts impulsen la credibilitat segons un estudi de Worldcom i Semrush.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Clara Hern\u00e1ndez\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/lfchannel.com\/ca\/la-credibilitat-de-les-marques-en-lera-de-la-ia-informe-de-worldcom-i-semrush\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.10\" \/>\n\t\t<meta property=\"og:locale\" content=\"ca_ES\" \/>\n\t\t<meta property=\"og:site_name\" content=\"LF Channel\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"Credibilitat de marca en l&#039;era de la IA: estudi de Worldcom i Semrush\" \/>\n\t\t<meta property=\"og:description\" content=\"Descobreix com la intel\u00b7lig\u00e8ncia artificial redefineix la reputaci\u00f3 de les marques i quines fonts impulsen la credibilitat segons un estudi de Worldcom i Semrush.\" \/>\n\t\t<meta property=\"og:url\" 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