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The article highlights the shift in reputation battles from traditional media outlets to algorithms and artificial intelligence, with an increasing reliance on machine-generated answers in shaping the perceived image of countries and institutions. It points out that the information provided by AI will have a direct impact on international perceptions, especially as media organizations rely more on trusted digital and online sources. This underscores the strategic importance of maintaining modern, multilingual archives to preserve the credibility and origin of information in a future where availability and accuracy will compete to define the global image of nations.
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