What is the Hunter Reputation Index?

The Hunter Reputation Index is a proprietary reputation intelligence tool developed by Nicole Moody, Founder and Managing Director of Hunter Advisory. The HRI sweeps how an executive is perceived across the world's leading AI platforms, including ChatGPT, Claude, Gemini and Perplexity, scores them against six markers of reputation strength, and culminates in Nicole's strategic assessment of precisely what needs to change and how. It is the intelligence that tells leaders not just how they are perceived today, but how to shape what the market understands about them tomorrow.

How does the Hunter Reputation Index work?

The Hunter Reputation Index works across three stages. First, it runs hundreds of targeted prompts across the world's leading AI platforms, ChatGPT, Claude, Gemini and Perplexity, synthesising all collected data to reveal exactly what artificial intelligence says about an executive when a stranger goes looking. It also benchmarks against nominated peers and within your sector. Second, it scores that executive against six key reputation strength markers. Third, and most critically, Nicole Moody applies her strategic assessment, drawing on decades of experience across media, corporate affairs, executive leadership and boards, to define precisely what needs to change and how.

Why does the Hunter Reputation Index matter?

The Hunter Reputation Index matters because AI systems increasingly shape how senior leaders are understood, often before any human conversation takes place. Most leaders have never seen what those systems say about them. When someone asks an AI tool about an executive, it assembles a confident answer from whatever exists online, whether or not that picture is accurate or current. The Hunter Reputation Index shows leaders and boards exactly what AI platforms are saying and provides the strategic roadmap to address it.

Why does it matter what AI says about me?

It matters because AI has become the first place many people go when they want to understand who you are. When a board member, investor, recruiter or client asks ChatGPT, Perplexity, Google Gemini or Microsoft Copilot about you, the answer they receive is not a list of links to explore, it is a confident, synthesised verdict drawn from everything AI can find across media, LinkedIn, your website and third-party sources. That verdict shapes how you are understood, trusted and chosen, often before any direct conversation takes place. For senior leaders, what AI says about you is no longer background noise, it is a primary reputation channel.

Can AI damage a leader's reputation without them knowing?

AI can damage a leader's reputation without their knowledge, and it does so silently. AI platforms synthesise whatever exists about a leader across the digital landscape and return confident answers, whether those answers are accurate, complete or current. A leader who has not actively shaped their presence across media, LinkedIn and third-party sources may find that AI describes them in outdated, incomplete or misleading terms, often drawn from coverage they have long since moved past, or simply from the absence of anything stronger to cite. Unlike a media article that can be seen and responded to, AI-generated reputation damage is largely invisible until someone acts on it. Hunter Advisory exists to close that gap, to ensure that what AI says about a leader reflects who they actually are and the standing they have genuinely earned.

What does it mean to manage your reputation in the AI era?

Managing your reputation in this AI era means ensuring that the sources AI draws from when describing you are accurate, credible and consistent with who you actually are. It means understanding that your reputation is now shaped across more surfaces than ever, earned media, LinkedIn, your website, video, peer references and community platforms. AI reads all of these simultaneously to form a single, synthesised picture. Hunter Advisory treats AI-era reputation management as an intelligence-led discipline: it begins with the Hunter Reputation Index, which measures how a leader is currently perceived across the world's leading AI platforms, and culminates in a strategic plan that closes the gap between perception and reality.

Who is the Hunter Reputation Index for?

The Hunter Reputation Index is designed for senior leaders, chief executives, boards and public figures for whom reputation is a strategic asset. It is particularly valuable for leaders who want to understand how they are perceived in this AI era, by the systems that increasingly define professional credibility before any direct conversation takes place. The true value is Nicole Moody's strategic assessment: the roadmap from how a leader is actually perceived to how they intend to be known.

How is the Hunter Reputation Index different from traditional reputation monitoring?

The Hunter Reputation Index differs from traditional reputation monitoring because it measures how a leader is perceived inside AI-generated answers, not simply where they are mentioned in media or social content. It benchmarks you against peers or within a market sector. It then adds the layer that no AI monitoring tool can provide, Nicole Moody's strategic assessment of what to do about it.

Who created the Hunter Reputation Index?

The Hunter Reputation Index was created by Nicole Moody, Founder and Managing Director of Hunter Advisory and a leading authority on strategic communications and reputation in this AI era. The Hunter Reputation Index is a proprietary reputation intelligence tool offered exclusively through Hunter Advisory.

How do you commission a Hunter Reputation Index assessment?

A Hunter Reputation Index assessment is commissioned through Hunter Advisory, a Western Australia-based strategic communications practice founded and led by Nicole Moody. Each assessment is prepared individually for the leader concerned and typically serves as the starting point for an ongoing reputation management or personal brand engagement. Enquiries can be made through the Hunter Advisory website.

Hunter Reputation Index

Nicole Moody with short blonde hair wearing a white blazer seated in a rust-colored chair indoors.

The Hunter Reputation Index is a reputation intelligence tool that allows business leaders to measure, map, and manage what artificial intelligence platforms say about them.

It is the first diagnostic tool of its kind to give leaders a clear picture of how AI platforms are representing them and a bespoke strategy to change it.

The marketplace today doesn't always reward the best. It often rewards the best known. Without a strong personal or executive reputation, even the most capable leader risks being a well-kept secret, respected by those who know them, invisible to those who don't.

Generative AI represents the next major shift in how professional reputation is built, searched, and found. There is a science to where, what, and how AI sources and synthesises information about a leader. Understanding that science, and knowing how to act on it, is what the Hunter Reputation Index delivers.

How the Hunter Reputation Index Works

What makes the Hunter Reputation Index unique is that it combines data from the proprietary framework developed by Hunter Advisory with Nicole Moody's decades of strategic communications and personal brand advisory experience.

It works in four steps.

First, Nicole works with each leader to understand their objectives, context, and the reputation they want to own.

Second, the HRI runs a deep audit across the world's leading AI platforms, revealing exactly what each platform currently says about that leader and where the gaps are.

Third, Nicole develops a bespoke 90-day strategy, personalised to that leader, to close the gap between how they are currently represented and how they should be.

Fourth, the audit is repeated at 90 days to measure what has moved.