AI conversational tools reshape public services and corporate reputation

Conversational artificial‑intelligence systems are being deployed to make municipal information in Spain easier to access. By allowing citizens to ask natural‑language questions such as “What documents are needed to open a terrace?” or “Can I have a barbecue on this beach?”, the technology delivers direct answers drawn from official documents, supports multiple languages, and reduces barriers for older residents, non‑digital users and tourists. Gaspar Palmer, CEO of OpenKM, said the real challenge is to ensure anyone can find, understand and use public information regardless of age, language or administrative knowledge.

In Mexico, web‑hosting firm Hostinger adapted more than 100 pieces of content for conversational AI search, increasing its appearance in AI‑generated answers by 52 % within three months. The company’s research shows that AI now builds a brand’s digital reputation from media articles, reviews, forums and other public sources, prompting firms to manage the narrative that AI systems present. “We are entering a new stage of corporate reputation,” said Gustavo Bustos, Country Manager of Hostinger México.