Victoria Marshall

Research by a national estate agency chain says that the usual summer slowdown in house buying and selling may actually be a myth, and as we head

Victoria Marshall, Creative Director at Erase.com In 2025, reputation is not just a “nice to have.” It is a measurable, business-critical asset that can decide whether you thrive, survive or fade into obscurity.

If your brand's online reputation used to hinge on search results and star ratings, today it also depends on what AI systems' summaries are saying about you. That shift is a blessing and a curse. AI can help you detect, triage and even defuse reputation issues faster than a human team alone, but it can also amplify outdated, fringe or fabricated narratives at Mach-20 speeds.

In a world where algorithms whisper your story before you speak, managing your online reputation isn’t optional. It’s professional hygiene.

The question is no longer whether synthetic media exists, it is how fast you can prove what is real when your stakeholders hesitate to believe what they see or hear.

The challenge now isn’t controlling the narrative. It’s participating in it early enough to influence how it forms.

Victoria Marshall, Creative Director at Erase.com ​In 2026, "forgetting" is a conscious decision.