At Morillas, Reputation Research is the strategic layer that enables communication and marketing teams to understand how a brand is truly perceived, identify reputational risks and opportunities, and make data-driven decisions.
As AI adoption has become increasingly widespread, we have added a layer: RepGuard® AI, a system designed to assess how leading AI platforms influence brands and their reputations. It offers two levels of analytical depth:
RepGuard® AI by Morillas is a SaaS technology that provides analysis of a brand’s visibility and reputation across LLMs and AI assistants.
GEO Radar by Morillas is a comprehensive assessment of a brand’s presence and positioning within LLMs, viewed through the lenses of business objectives, market dynamics, customer journey stages, source influence, narrative attributes, and competitive landscape.
Unlike most SaaS solutions, which rely on generic prompt libraries and limited query volumes, GEO Radar incorporates customer personas specifically designed for each brand, built around its business model, market context, and real-world decision-making scenarios.
Together, these technologies form an integral part of our approach to understanding, measuring, and managing brand reputation in the age of AI.
What does it consist of?
RepGuard® methodology systematically evaluates the perceptions of key stakeholders, enabling organizations to identify reputational strengths, weaknesses, and gaps.
This continuous audit transforms reputation into a measurable and manageable asset, moving beyond one-off research studies. It can be applied to a single audience or scaled to bring together all of a company’s stakeholder groups within a single dashboard.
This approach makes it possible to understand not only the overall reputation score, but also how each stakeholder group contributes to it and which levers should be activated in each case.
RepGuard® translates stakeholder perceptions of a company and its brands into clear, actionable indicators that can be tracked over time and benchmarked against competitors.
This benchmarking capability provides context, rigor, and credibility, supporting more informed strategic decision-making in communication and marketing.
Today, many communication and marketing teams make strategic decisions without a clear and sustained understanding of how their brand is perceived and valued by its stakeholders. In this context, the absence of reputation intelligence represents a growing strategic risk for both the brand and the business.
Listen to understand: Reputation Research enables organizations to gain an objective and structured view of how they are perceived by their key stakeholder groups. Through continuous and systematic listening, brands can understand their current reputational standing and, more importantly, why stakeholders perceive them in a certain way. This deeper understanding helps organizations anticipate contextual risks, identify emerging issues, and detect opportunities before they become critical.
Understand to decide: Beyond measuring reputation and brand performance among stakeholders, and increasingly across AI platforms, RepGuard® provides communication and marketing teams with the intelligence needed to reduce strategic uncertainty. It delivers a robust evidence base to prioritize decisions, define areas of focus, and align communication strategies with market realities and stakeholder expectations.
Decide to act: Reputation intelligence only creates value when it drives action. That is why RepGuard® connects analysis with strategic activation, helping organizations design communication plans that are more effective, relevant, and aligned with stakeholder expectations. The methodology also enables continuous monitoring of reputation over time, making it possible to evaluate the impact of decisions, measure progress, and refine strategies as circumstances evolve.
By turning reputation into a measurable, actionable, and continuously monitored asset, RepGuard® helps organizations make better decisions, strengthen stakeholder trust, and build long-term competitive advantage.
The answer is yes. Since January 2026, Morillas has had the technology required to analyze a brand’s visibility and reputation across the LLM ecosystem.
To achieve this, we developed RepGuard® AI, a system designed to measure how leading AI platforms influence brands and shape their reputations.
This technology analyzes the content generated by LLMs such as ChatGPT, Gemini, Perplexity, Grok, and DeepSeek, providing insights into how brands are perceived, evaluated, described, and recommended. By understanding these dynamics, organizations can make informed decisions to strengthen their reputation within an ecosystem that is becoming increasingly relevant to business performance.
RepGuard® AI extends and complements the RepGuard® methodology by adding a new layer of reputational analysis focused on AI-generated environments.
Building on this foundation, we have also developed GEO Radar by Morillas, a technology that incorporates customer personas specifically designed for each brand, based on its business model, market dynamics, and real-world decision-making contexts. This enables the analysis of how AI systems respond to the user profiles that genuinely influence business outcomes, rather than relying solely on generic category-level queries.
As a result, the insights generated are neither hypothetical nor synthetic. They are based on real responses produced by AI models within carefully designed query scenarios that replicate relevant business decision-making situations. This makes it possible to understand, with greater precision, how brand visibility, recommendations, and narratives vary according to audience profile, intent, category, and market.
FAQs
As more users turn to AI systems to gather information, validate decisions, and compare brands, understanding how these platforms represent and evaluate a company has become increasingly important.
RepGuard® AI enables organizations to analyze how leading AI models describe their brand, what narratives they generate, and how they influence consideration and preference throughout the decision-making journey.
The system produces an executive reputation report, co-created by Morillas, that translates complex AI-generated outputs into actionable strategic insights.
Greater speed and predictive capability: RepGuard® AI extends the Reputation Research framework by incorporating continuous and automated analysis across AI environments. This enables organizations to identify emerging risks, narrative inconsistencies, and reputational opportunities with greater speed, scale, and precision than traditional monitoring approaches.
From diagnosis to strategic action: The value of RepGuard® AI goes beyond measuring brand visibility. Its real strength lies in helping organizations act on the factors that shape how AI systems perceive and recommend brands.
Insights generated through the analysis are translated into strategic action plans covering content, narrative development, prompt strategy, and media presence. This allows communication and marketing teams to align their efforts with the factors influencing how AI models construct and communicate brand narratives, ultimately strengthening visibility, credibility, and reputation within the AI ecosystem.
At Morillas, we understand Reputation Research as a living strategic system that combines research, contextual analysis, and expert interpretation to transform stakeholder perceptions into actionable business decisions.
Our approach is built on consistent and comparable reputation dimensions, ensuring that results remain aligned, measurable, and comparable over time. This allows organizations not only to understand their current reputational standing but also to track progress and evaluate the impact of strategic actions.
For us, the brand sits at the center of reputation and communication strategy. That is why RepGuard® goes beyond data collection. Our consultants combine multiple data sources, category expertise, accumulated knowledge, and proven methodologies to deliver a deep and contextualized understanding of reputation, connecting perception, positioning, and business performance.
Rather than presenting fragmented data points, we provide a structured framework that identifies the variables shaping reputation, explains how they interact, and quantifies their influence on key stakeholder perceptions. This creates a common language that helps align the brand with critical business functions such as Human Resources, Sustainability, Compliance, Sales, and Corporate Affairs.
Every analysis is designed to support real communication and marketing decisions: understanding what key audiences think about the brand, identifying where improvements are needed, assessing message alignment, and determining which actions should be prioritized.
As a result, data ceases to be merely informative and becomes a strategic asset that enables better decision-making, stronger alignment, and more effective reputation management.
GEO Radar by Morillas is a GEO service that analyzes how LLMs perceive brands through a business-oriented lens: market, funnel, customer personas, narrative, and competition.
Unlike most GEO SaaS solutions, this technology works with customer personas specifically designed for each brand and highly customized studies based on 3,000 to 30,000 prompts tailored to its market and real-world decision-making contexts.
This represents more than ten times the industry-standard volume, supported by a robust and representative methodological framework.
Visibility: How often your brand appears, where it appears, and how consistently it is represented across different AI models… Associated KPIs: Share of Voice, Mention Share, Prompt Coverage, Model Coverage.
Preference: How often AI systems recommend your brand and how prominently it is ranked compared to alternative options. Associated KPIs: Recommendation Rate, Competitive Preference Rate, Rank in Recommendation Set.
Perception: How AI models describe your brand, which attributes they associate with it, and the tone they use. Associated KPIs: Sentiment Score, Narrative Alignment, Message Accuracy, Brand Attribute Presence, Attribute Sentiment.
Benchmark: How your brand performs against competitors across each of the dimensions above. Associated KPIs: Competitive Benchmark, Relative Positioning, Attribute Gap, Source Gap.
Traceability: Which sources shape AI-generated responses, and which technical and editorial improvements can enhance your GEO performance. Associated KPIs: Source Attribution, Citation Share, Content Effectiveness, Technical GEO Readiness.
Business intelligence, not dashboards: We do not deliver raw data. We provide clear conclusions, strategic opportunities, and a prioritized action plan with measurable impact, ready to be implemented from the following week.
Customer personas simulated within the LLMs themselves: The outputs are not synthetic or hypothetical. They are real responses generated by ChatGPT, Gemini, Claude, or Perplexity in scenarios specifically designed to replicate real-world business decisions.
Ten times the industry-standard volume: Each study is based on 3,000 to 30,000 customized prompts, with no generic templates. The volume is designed using a rigorous methodological framework to accurately represent the real decision-making landscape.
Verifiable methodology: Every insight is supported by traceable sources, cross-model analysis, and documented reasoning. We do not only analyze what AI models say, but also where the information comes from and why it appears. Complete, auditable traceability is built into the process.
Multi-layered coverage: Analysis spans customer personas, funnel stages, products, attributes, markets, languages, and competitors, providing a comprehensive view of the brand’s real decision-making ecosystem and AI-driven customer journey.