#1 - AI, Trust & Brand Reputation in the Age of Generative AI

12min | 07/29/2026

Description

Marketing to Humans and Machines: Communications in the AI EraCommunications now serve two audiences: humans and machines. Ulrike Decoene, Group Chief Communications, Brand & Sustainability Officer at AXA, explores how generative AI is transforming marketing and brand management: the shift from SEO to Generative Engine Optimization (GEO), how LLMs reshape the way audiences discover brands, and why disinformation is a systemic risk for an industry built on trust. Recorded at VivaTech 2026.

Discover how AXA tracks its brand across LLMs in almost 30 markets and why consistency and authenticity are the new currency of trust.

👉 Learn more: https://www.axa.com

Hosted on Ausha. See ausha.co/privacy-policy for more information.

About AXA

We always start with our customers. As one of the largest global insurers, our purpose is to act for human progress by protecting what matters.

Protection has always been at the core of our business, helping individuals, businesses and societies to thrive. And AXA has always been a leader, an innovator, an entrepreneurial company, fostering progress in all its dimensions. Our purpose also links back to the Group's roots. From the outset, AXA has been committed to acting as a force for collective good. From solidarity-based actions with AXA Hearts In Action to work on prevention issues with the AXA Research Fund and the fight against climate change, AXA has always been attentive to its social environment and embraced its responsibility as an insurer: responsibility for taking action upstream in order to better understand risks, with one goal in mind: to ensure better protection.

Discover different themes on AXA Podcast!

Hosted on Ausha. See ausha.co/privacy-policy for more information.

About AXA

We always start with our customers. As one of the largest global insurers, our purpose is to act for human progress by protecting what matters.

Protection has always been at the core of our business, helping individuals, businesses and societies to thrive. And AXA has always been a leader, an innovator, an entrepreneurial company, fostering progress in all its dimensions. Our purpose also links back to the Group's roots. From the outset, AXA has been committed to acting as a force for collective good. From solidarity-based actions with AXA Hearts In Action to work on prevention issues with the AXA Research Fund and the fight against climate change, AXA has always been attentive to its social environment and embraced its responsibility as an insurer: responsibility for taking action upstream in order to better understand risks, with one goal in mind: to ensure better protection.

Discover different themes on AXA Podcast!

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Description

Marketing to Humans and Machines: Communications in the AI EraCommunications now serve two audiences: humans and machines. Ulrike Decoene, Group Chief Communications, Brand & Sustainability Officer at AXA, explores how generative AI is transforming marketing and brand management: the shift from SEO to Generative Engine Optimization (GEO), how LLMs reshape the way audiences discover brands, and why disinformation is a systemic risk for an industry built on trust. Recorded at VivaTech 2026.

Discover how AXA tracks its brand across LLMs in almost 30 markets and why consistency and authenticity are the new currency of trust.

👉 Learn more: https://www.axa.com

Hosted on Ausha. See ausha.co/privacy-policy for more information.

About AXA

We always start with our customers. As one of the largest global insurers, our purpose is to act for human progress by protecting what matters.

Protection has always been at the core of our business, helping individuals, businesses and societies to thrive. And AXA has always been a leader, an innovator, an entrepreneurial company, fostering progress in all its dimensions. Our purpose also links back to the Group's roots. From the outset, AXA has been committed to acting as a force for collective good. From solidarity-based actions with AXA Hearts In Action to work on prevention issues with the AXA Research Fund and the fight against climate change, AXA has always been attentive to its social environment and embraced its responsibility as an insurer: responsibility for taking action upstream in order to better understand risks, with one goal in mind: to ensure better protection.

Discover different themes on AXA Podcast!

Hosted on Ausha. See ausha.co/privacy-policy for more information.

About AXA

We always start with our customers. As one of the largest global insurers, our purpose is to act for human progress by protecting what matters.

Protection has always been at the core of our business, helping individuals, businesses and societies to thrive. And AXA has always been a leader, an innovator, an entrepreneurial company, fostering progress in all its dimensions. Our purpose also links back to the Group's roots. From the outset, AXA has been committed to acting as a force for collective good. From solidarity-based actions with AXA Hearts In Action to work on prevention issues with the AXA Research Fund and the fight against climate change, AXA has always been attentive to its social environment and embraced its responsibility as an insurer: responsibility for taking action upstream in order to better understand risks, with one goal in mind: to ensure better protection.

Discover different themes on AXA Podcast!

Hosted on Ausha. See ausha.co/privacy-policy for more information.

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