According to a recent analysis by communications agency Burson, brands mentioned in AI-generated responses may not always be perceived as credible. The report, titled 'The Credibility Paradox,' indicates that the believability of the answers is crucial. Conducted in partnership with Profound, an AI marketing platform, the analysis utilized Burson's Decipher model to evaluate the credibility of AI responses. It found that concrete claims were rated higher than abstract ones, with answers about products and workplace culture deemed more believable than those concerning governance or leadership. Interestingly, business audiences rated AI responses 10% more credible than general consumers, showing a preference for innovation-related content. The study involved querying seven AI platforms about 85 companies, generating over 55,000 believability scores. However, the report does not disclose the specific prompts or the methodology behind Decipher's scoring. This analysis highlights the need for brands to focus on the quality of AI-generated mentions, suggesting that what AI says about a brand may be more significant than the mere fact of being mentioned.