For institutions from Africa to compete globally, they must be able to see, measure and understand their own reputation, Lead Analyst, Africa Reputation Pulse (ARP), Philip Odiakose, has said.
Odiakose, who was speaking on the recently-launched ARP, explained that the continental independent reputation intelligence and audit infrastructure is designed to make that intelligence accessible, evidence-led and continuously available.
Describing it as the first step towards building a stronger reputation intelligence culture across Africa, Odiakose added that ARP is aimed at also addressing hallucination, a key challenge facing AI- powered research.
He argued that since AI is capable of generating information that sounds authoritative, but without sufficient evidence, Odiakose stated that ARP has come to fill that void by assisting with query processing and retrieval, with evidence, citations, historical records and analytical outputs, subjected to human review and evidence controls.
‘Where evidence does not exist, ARP’s position is to say so, rather than manufacture an answer,’ he added.
He added that the launch of ARP is meant to give African institutions access to evidence-led intelligence on how they are seen, trusted, represented and positioned across media, public narratives and generative AI environments.
‘ARP is not simply a media monitoring or media intelligence platform. It brings together reputation intelligence, institutional auditing, media intelligence, narrative analysis, peer benchmarking, risk intelligence and AI/GEO visibility into a single continental intelligence infrastructure designed to help African institutions understand and strengthen their reputation,’ he stated.
ARP’s intelligence engine is powered by P+ Measurement Services, bringing specialist experience in reputation, media intelligence, measurement and auditing. Its role provides the research, measurement, review and analytical engine supporting the platform.
‘Reputation intelligence must be treated as institutional infrastructure, not an occasional communications exercise,’ said Mildred Kaunda, Strategic Advisor, ARP.