Reputation management explained
What is online reputation management (ORM)?
Last updated November 8, 2026 · By the AI Reputation Managements team
Online reputation management (ORM), often just called reputation management, is how a business shapes what people see and say about it online. For most local and small businesses, that means online reviews on Google, Facebook, Yelp and other sites. Good reputation management means you get a steady flow of honest 5-star reviews, you reply to every review, and you fix problems before they hurt your rating.
What is a reputation management system?
A reputation management system is the software and automation that does this work every day. It sends review requests after each job, follows up with customers who have not reviewed yet, collects every review in one inbox, alerts you about bad reviews and helps you reply fast. Our system is built on GoHighLevel and uses AI to write personal replies in your brand voice.
What does a reputation management service include?
A reputation management service is a team that builds and runs the system that shapes what people see when they look you up online. It asks real customers for reviews, replies to every review, watches review sites for new feedback, and reports what changed each month. Software gives you the tool. A service gives you the tool plus the people who set it up, write the messages, check the AI replies and fix what is not working.
With AI Reputation Managements you get setup, review request messages, follow-up pipelines, AI review replies, review monitoring, monthly reports and real support. You run your business. We run your online reputation.
What is AI reputation management?
An AI reputation management system is a reputation management system that uses artificial intelligence to do the slow parts for you. AI writes a personal reply to every review, reads each review to spot happy and unhappy customers, sorts reviews by topic like price or service, and alerts you when something needs a human. Our AI reputation management system runs on GoHighLevel, and a real person checks replies to bad reviews before they go live. Learn more about AI reputation management and our reputation management software.
What are AI reviews, and are they allowed?
"AI reviews" can mean two very different things. The good kind is using AI to manage reviews: AI review replies, AI review summaries and AI that sends review requests at the best time. That is what we do. The bad kind is fake reviews written by AI and posted as if real customers wrote them. That breaks Google's rules and the US FTC bans fake reviews, so we never do it. Every review on your profile comes from a real customer.