Generative AI changes expert work and brand reputations in France

Generative artificial intelligence models can draft reports, summarize books, write code and propose strategies within seconds. Their apparent omniscience raises concerns about the future of expertise, shifting the value of experts from production to judgement, critical thinking and ethical responsibility. The rapid availability of knowledge forces professionals to focus on evaluating AI outputs, detecting errors, and making informed decisions, rather than merely creating content.

At the same time, large language models shape corporate brand perception because they draw on the data they have been trained on, which often reflects older information. A study of four major AI models shows that they frequently reproduce outdated or obsolete content about French companies, influencing how brands such as Schneider Electric, L'Oréal and Safran are portrayed. Firms are therefore urged to maintain and enrich the digital corpus that AI systems use, ensuring that current achievements, governance and strategy are accurately reflected in AI‑generated answers.