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technology1d ago
Don't trust 'GEO' to guard your brand's reputation in an agentic AI world, one insider warns | Fortune
Fortune.com and 1 more
- Agentic commerce has expanded with Google’s AI checkout and Gemini features, with Walmart among early adopters, signaling growing industry interest and a move toward Universal Commerce Protocols.
- GEO/GAIO tools may misreport governance and financial information, potentially steering procurement toward larger incumbents rather than suitable upstarts.
- Exclusive findings from AIVO Standard show AI models misstate Ramp’s governance and cybersecurity details, sometimes nudging buyers toward larger incumbents.
- The governance risk is most acute where AI-driven information informs decision-making, underscoring the need to police boundaries between data, judgment, and decisions.
- Major tech players continue updating AI tools that blend shopping with customer support, signaling tighter integration of commerce workloads.
- The Fortune roundup notes AI advances across industries, including gene editing, with calendars lining up major events like Davos and major AI conferences.
- AI models can influence drug safety judgments, slipping into recommendations that affect perceived risk and safer-choice decisions.
- Regulators will demand traceability of prompts, model responses, and decisions in regulated sectors to avert governance trouble during failures.
- The GEO market faces reliability challenges, with results that vary by brand information and time, complicating trust in AI-mediated brand representations.
- Retailers and tech firms race to deploy AI features, yet reliability and trust remain central concerns as geopolitical and governance data are central to decisions.
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