AI is reshaping the way audiences find information and make choices, creating a new landscape for brand reputation. A brand’s credibility is no longer driven only by its own communications, it is also influenced by the sources AI platforms recognise as authoritative when delivering answers.
In this new landscape, Worldcom Public Relations Group (Worldcom), the world’s largest network of independent public relations agencies, together with Semrush, has analysed where brands need to build their authority and trust through the report “2026 Where Trust Lives: Sources for Credibility in Local Markets.” Presented during ICCO’s “PR in Cannes” session as part of the Cannes Lions International Festival of Creativity, the study explores how AI-generated responses are reshaping the ecosystem of sources that influence brand perception.
As Imma Folch, CEO and founder of LF Channel, and representative of Worldcom Public Relations Group in Spain, explains: “This study confirms something we at LF Channel see every day with our clients. A brand’s reputation is no longer built solely on what it publishes, but on what the ecosystem of sources surrounding it says about it. Gaining visibility today requires a credible presence across multiple sources, and adapting that strategy to the local context of each market.”
4 key insights redefining brand visibility in the age of AI
‘2026 Where Trust Lives: Sources for Credibility in Local Markets’ is based on Semrush’s ‘LLM Citations Study’, which analysed citation data at prompt level across 34 weekly reporting periods between October 2025 and May 2026. The study examined four of the leading conversational AI platforms: ChatGPT Search, Gemini, Google AI Mode and Perplexity, and looked in depth at eight international markets: Argentina, Brazil, Germany, Indonesia, Singapore, South Africa, the United Arab Emirates and the United States.
1. AI relies on the platforms where communities share their voices
Six of the fifteen most frequently mentioned domains worldwide in May 2026 are social media, video, community or professional platforms. Reddit appears in 31.5% of the prompts analysed, YouTube in 29.1%, X in 19.0% and LinkedIn in 18.2%.
2. There is no one-size-fits-all approach to gaining visibility in AI
The leading AI response systems do not use the same criteria for selecting sources. Whilst Google AI Mode shows a greater preference for audiovisual and social media content, Perplexity stands out for drawing on professional and authoritative sources, and Gemini cites sources less frequently than the others. The result: a brand may have a prominent presence in one AI environment while remaining almost invisible in another.
3. Brand relevance also depends on the market where it operates
Artificial intelligence does not rely on the same sources across all markets. The references that help build credibility can vary significantly depending on the local context, making it essential for brands to adapt their strategies and consider the specific characteristics of each audience.
4. Authority still matters, but it now shares the spotlight with communities
Digital reputation is still built on recognised sources, but the ecosystem is now much broader. AI combines traditional references, such as institutions, academic publications and specialised media, with conversation spaces and online communities where credibility is also created.
“AI isn’t replacing trust. It’s reorganising where trust is found, cited and made visible. Brands won’t succeed by publishing more generic content. They’ll succeed by providing evidence through the local sources, communities, experts and platforms that AI systems use in their responses,” explains Linda Groendyke of Worldcom Public Relations Group.
In this new reality, brands need to rethink how they build credibility and strengthen their presence across the different ecosystems that influence AI-generated responses. At LF Channel, we help organisations develop communication and public relations strategies adapted to this evolving environment, combining local expertise, brand authority and a global perspective. Get in touch with us.
