Generation Z Specialists You Call When Chatbots Spout Nonsense
Reputation management firms are hiring Generation Z specialists to monitor how chatbots describe wealthy clients and influence the information they retrieve.
Div Churiwal, founder of California-based Nexus Multimedia, works with wealthy clients who want to make undesirable information less visible online. According to him, the company's employees use podcasts, publications, and discussions on Reddit to promote alternative content; he claims there are two dozen Generation Z representatives on staff.
Michael Macfarlane, founder of London-based Michael Macfarlane Associates, assigns young employees to check what large language models say about clients and to track topics and assessments associated with their names. According to him, one negative article allegedly cost a client approximately $200 million over several months.
Gallerist Pearl Lam turned to Macfarlane's firm after discovering that artificial intelligence still described her through her early career. To update her online image, she launched a podcast, a video channel, and the gallery's account on RedNote.
