How 202 Digital Reputation built a scalable reputation practice on top of LLM Pulse

TL;DR

202 Digital Reputation is one of LLM Pulse's earliest and most active partners. They've built an entire online reputation management practice on top of the platform. They use it to identify the negative sources AI models cite, build cleanup plans for their brand clients, and turn the work into a repeatable, scalable service. Along the way, their day-to-day feedback has shaped real product features (editable sentiment is the most visible one). They're a rapidly growing agency, and we recommend them.

About 202 Digital Reputation

202 Digital Reputation is a specialized agency focused exclusively on online reputation management: the discipline of monitoring, defending and cleaning up how a brand or person is portrayed across the open web. With AI search, that discipline has expanded. You don't just need to manage what shows up in Google anymore. You need to manage what ChatGPT, Perplexity and Gemini say about you when asked.

That's where they live, and they live there well.

How they use LLM Pulse

1. Source identification

The first step in any reputation engagement is finding what AI models are citing about a brand and why the answer is shaped the way it is. 202 leans on three LLM Pulse capabilities for that:

• Citations dashboard: every URL an AI model has cited about the brand, ranked by frequency and weighted impact.
• Sentiment Tracking: the polarity and topics behind each mention, including which sources drive negativity.
• Models Comparison: finding model-specific divergences (e.g., "Perplexity is fine, ChatGPT keeps surfacing a 2018 incident report").

Within the first sprint of an engagement, 202 has a definitive list of the sources doing damage and a triaged plan to address them.

2. Clean-up plans

Reputation cleanup isn't one tactic. It's a portfolio:

• Updating cited sources where 202 can influence the publisher.
• Replacing outdated content with fresher, higher-authority alternatives that AI models will prefer.
• PR and outreach to displace negative citations from the AI's training and retrieval surface.
• On-brand content production so the right narratives are easy for LLMs to pick up.

LLM Pulse is the scoreboard. Every action 202 takes is measured against the prompts that matter to the brand, week over week, model by model.

3. Editable sentiment, a feature 202 helped design

Sentiment classification is hard. Generic NLP gets it right most of the time, but a reputation engagement needs precision: a single misclassified mention can change the action plan.

202's daily workflow surfaced cases where an automated label was just slightly off, and they pushed for a way to correct it without losing the trail. That feedback turned into LLM Pulse's editable sentiment feature, where analysts can override classifications, see the edits flagged distinctly from the original signal, and keep both versions for audit.

That feature now ships to every LLM Pulse customer. It's a direct outcome of working closely with 202.

4. Continuous feedback into the product

Editable sentiment is the most visible feature 202 has shaped, but it isn't the only one. Their day-to-day use of the product against high-stakes reputation work has informed:

• Sentiment topic granularity and editing.
• Citations grouping and source-level controls.
• The sources view used for forensic-style audits.
• Reporting flows for brand-side stakeholders.

They are an exceptional design partner. We ship better software because they push us.

Why 202 keeps growing

• Specialization. They don't dabble in reputation alongside other services. It's their entire focus, and it shows.
• AI-native from the start. Where many reputation agencies are still adapting to AI search, 202 has been operating in it from day one.
• Scalable methodology. With LLM Pulse as the backbone, 202 can take on more accounts without sacrificing depth on each one: same playbook, same dashboard, same definition of done.
• Hands-on, partner mentality. The same instinct that makes them push us on product feedback makes them excellent for clients to work with.

They've been growing their LLM Pulse account steadily, now managing reputation across a long list of brands across multiple geographies.

Want to work with 202?

If your brand needs serious online reputation work, particularly around how AI search portrays you, 202 Digital Reputation's website is the right starting point. We recommend them without reservation.

And if you'd like to run reputation work in-house using the same LLM Pulse setup that powers 202's engagements, start a free trial or talk to us.