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Six Months Into the 2026 Edelman Trust Barometer
Corporate Communications

Six Months Into the 2026 Edelman Trust Barometer

A mid-year review of the 2026 Edelman Trust Barometer highlights its significant implications for communications strategy, confirming some long-term trends and complicating others. The data shows continued higher trust in business over government and media, high employer trust, and volatile trust in CEOs. Divergent trust patterns by income tier and within-country variations are also noted. The report emphasizes trust as operating capital and the importance of internal alignment and careful CEO engagement.

EPR Editorial Team ·
The Source Tier System: Which Sources AI Engines Trust About Consumer Brands
CPG

The Source Tier System: Which Sources AI Engines Trust About Consumer Brands

The Source Tier system ranks the sources AI engines draw on for consumer-brand answers into four tiers: structured reference data, established publishers, independent community discussion, and brand-owned pages. Tiers 1–3 carry the weight because none are brand-controlled, which is precisely why engines trust them. A GEO program must therefore work on sources it does not own — accurate reference data, earned publisher coverage, and real community presence.

EPR Editorial Team ·
Why AI Systems Trust Certain Sources
Insights & Strategy

Why AI Systems Trust Certain Sources

Article explores the five mechanics that explain why AI systems trust certain sources over others, including identification, extractability, corroboration, recency, and independence. It explains why machine readability matters, why structured databases win, why corroboration builds retrieval confidence, and why forums and reviews are often favored by AI.

EPR Editorial Team ·