The Reputation Gap: What AI Sees vs What You're Saying

Join IABC WA for a breakfast session that tackles three questions every senior communicator should be able to answer. Your stakeholders are asking AI about your organisation. They're getting a verdict in return, built from everything the public record says about you. You can't buy your way into that answer, and you can't write it for them. Join IABC WA for a breakfast session that tackles three questions every senior communicator should be able to answer: Will AI recommend you? Bonfire, an independent digital agency working across search, media, creative, data and AI, shows what happens inside AI search tools like Google's AI Mode and ChatGPT before anyone clicks. You'll learn how AI decides which organisations make the shortlist, what drives citations, and how to measure a visibility problem your current reporting can't see. What will AI say about you? Clarity Communications, Perth’s strategic communications and corporate reputation specialists, explains what shapes how AI describes your organisation: your communications, relationships and the public record. AI is now judging all of these at scale, and the evidence behind your story matters more than the story itself. You'll leave with practical tips to check how AI sees your organisation, and what you can do about it. How do we do this responsibly? The launch of the whitepaper, Beyond the Noise: Conversations on Tech, Truth, Influence & Trust, new research from Associate Professor Katharina Wolf and Dr Bridget Tombleson (Curtin University) and Dr Catherine Archer (ECU). Drawing on research with practitioners across government, energy, health, resources, law, defence and more, it asks where the real ethical pressure sits and what the profession should do about it. The session closes with a joint Q&A with all presenters. Event details Date: Thursday 5 November 2026 Time: 7:00am for a 7:30am start, finishing 9:00am Venue: ECU City Campus, Function Room (CC.1S.715), Level 7, 500 Wellington Street, Perth. Enter via Yagan North Entrance and take the north lifts Tickets: $45 + BF members / $60 + BF non-members | IABC members bring a guest for free