Knowledge workers judge AI governance

For years, brand reputation was built on straightforward outputs: the product worked, the service delivered, and the mission statement said the right things. But, behind the scenes, a sophisticated cohort has quietly moved the goalposts. Data from our latest 2026 Brand Expectations Index reveals that knowledge workers—the professionals closest to enterprise buying decisions, talent pipelines, and industry conversations—have changed how they evaluate a company. They no longer just audit what…