The international Martech agency ROI UP Group has released a new study examining the impact of AI on the digital reputation of 30 major food brands in Spain. The study, titled “OBSERVATORIO DE HUELLA DIGITAL GENERATIVA 2025” (GENERATIVE DIGITAL FOOTPRINT OBSERVATORY 2025), reveals that 80% of users prioritize AI-generated results over other sources when searching for information.
This shift in consumer behavior is significant, as more people are relying on AI platforms to make purchasing decisions. ROI UP Group used a triple methodology to analyze the digital footprint of these brands, including their presence on social media, Google rankings, and reputation on job and review platforms. The agency also examined the generative digital footprint, which is the opinion generated by AI platforms such as Chat GPT, Copilot, Gemimi, and Perplexity.
Methodology and Key Findings
The study analyzed 30 major food brands in Spain, including Coca Cola, El Pozo, and Nestlé. The brands were selected based on the “Brand Foodprint 2024” study by Kantar Media, which ranks the most consumed food and beverage brands in Spain. ROI UP Group’s analysis revealed that the top three brands with the best overall positioning are Mahou, Estrella Galicia, and Gullón. These brands have a strong online presence and are perceived positively by consumers and employees.
The study also found that some brands are penalized by corporate crises, low ratings as employers, or negative perceptions of their products. For example, Pescanova, Activia, and Bimbo are among the lowest-ranked brands. According to Vicente Sánchez, Head of Social Media at ROI UP Group, “our observatories aim to innovate in terms of content. The Generative Digital Footprint, resulting from the entry of AI into the game, and its impact on brand reputation, is an area we’ve been researching for some time.”
Key Takeaways
The study highlights several key findings, including:
- The importance of optimizing digital communication strategies to improve AI-generated results.
- The need for brands to improve their corporate information and product information to reduce confusion in AI-generated narratives.
- The fact that many brands work with influencers and social media channels, but few have managed to correctly position collaborations with mainstream media in their top Google results.
Overall, the study provides valuable insights into the impact of AI on the digital reputation of food brands in Spain. By understanding the factors that influence AI-generated results, brands can take steps to improve their online presence and reputation.