Penta AI Practice: We help organizations understand, anticipate, act, and succeed in the era of intelligent stakeholder engagement.

We don’t just advise on AI; we build with it.

The Penta AI Practice blends more than a decade of real-time stakeholder intelligence with deep policy, culture and business expertise to help organizations understand how AI is shaping their reputation. Powered by our AI Innovation & Build Lab, we test, design and deploy AI solutions across Advisory & Governance, Reputation Management, and Agentic Execution so our clients can stay ahead of what matters to the stakeholders who shape their future.

Innovation & Build Lab

The Penta AI Practice is informed and enabled by our Innovation & Build Lab responsible for piloting and developing our AI product development and tools grounded in real-time stakeholder intelligence. Backed by a global team spanning policy, communications, and AI strategy, the Lab builds solutions that are both technically strong and directly actionable for clients.

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AI Advisory & Governance

Adopting and Governing AI responsibly and strategically.

  • AI Governance Frameworks
  • Internal Adoption Roadmaps
  • Executive & Team Training
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AI + Reputation Management

Understanding and Influencing how AI is reshaping reputation and trust.

  • GenAI Reputation Audit
  • AI Risk & Readiness Assessment
  • AI+ Reputation Index
  • AI Narrative Development

 

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Agentic Execution & Integration

Designing and deploying agentic AI to test, scale, and deliver new influence strategies.

  • Synthetic Message Testing
  • Synthetic Audience Design
  • Agent Design
  • Scenario Simulations

Penta AI Practice Leadership

  • Andrea Christianson, East Coast Lead
  • Chris Mehigan, Europe & Asia Lead
  • Dan La Russo, West Coast Lead
  • Trevor Watkins, Technical Lead
  • Lloyd Miller, Product Lead
  • Lauren Wolfson Morgan, Intelligence Lead

 


Solution Spotlight

Penta GenAI Reputation Audit

Developing your GenAI Reputation Playbook, a strategic roadmap with targeted recommendations to:
        • Shape upstream content inputs
        • Strengthen brand visibility in GenAI ecosystems
        • Guide media and stakeholder engagement
        • Protect and future-proof your reputation
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1. Define What Matters

Align on the key narratives, competitors, stakeholder perceptions and priority LLMs you want to understand and influence.

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2. Interrogate the Platforms

Generate a series of questions based on the methodology to feed directly into the LLMs. These questions are designed to mimic real-world queries by different stakeholder groups.

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3. Diagnose the Drivers

Analyze responses for sentiment, message alignment, storylines, and driver sources including: owned media (e.g. company websites), earned media (e.g. top tier, trade), and user generated sites (e.g. Reddit, Wikipedia, etc.).

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4. Recommended Actions

A comparison of who’s winning in terms of content visibility, messaging and concrete recommendations for actions to strengthen your ability to influence LLM outputs.

Download our new report on organizational reputation and LLMs

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