Aura Paris examines how AI shapes brand reputation

The communications agency specialising in beauty, wellness and lifestyle has launched Aura Score, a methodology designed to analyse how conversational AI systems understand, describe, compare and recommend a brand. The approach goes beyond measuring visibility or mentions alone to examine the brand reputation conveyed by AI.

Developed by Bénédicte Junjaud, founder of Aura Paris, the methodology uses queries that replicate discovery, comparison and recommendation journeys. AI responses are assessed against the brand’s intended positioning and those of its competitors, in order to identify gaps and translate them into actionable levers across communications, content, media relations and influencer marketing.