4 Reasons to Strengthen Your Company’s Reputation Before a CrisisImagine that a cyberattack, infrastructure damage, or technical failure takes a banking app or online service offline. According to the PACE Panel 2025 study, almost one in three Ukrainians already uses AI to search for information about brands. AI does not know the internal circumstances of a business unless the company has made that information public. People may search for phrases such as “company name + reviews,” “company name + scam,” “company name + not issuing refunds,” “company name + owners” or “company name + Russia.” The difference between these scenarios comes down to the work completed before the company’s reputation was placed at risk.