Issue Signal dissonance: inconsistent third-party sources degrade how AI represents a brand

Summary

McKinsey describes a problem it calls signal dissonance in how generative AI presents brands. To answer a query, AI platforms pull together information from many third-party sources, such as online forums, reviews on retailer sites, blogs, and video platforms, which makes it harder for brands to control their image. When these sources contradict each other or leave gaps, AI models become less likely to include the brand in their answers or to describe it accurately. Because brands' own websites supply only a small share of what models cite, this outside information matters all the more. The report recommends active public relations, consistent messaging across platforms, and a presence in forums where consumers already discuss the brand, so that models recognize and amplify a clear, credible story.