You're in the Fog? So Is AI...

This summer I had a conversation with a friend who designs information systems for autonomous cars. We were talking about their decision logic, based on fuzzy logic. Very quickly the discussion turned to the similarities with how generative AI works.

Fuzzy logic, formulated in the 1960s by Lotfi Zadeh, does not reason in true/false, but in degrees of truth.

The idea: in the real world, things are not always black or white. For example, saying "it's hot" is not strictly true or false — it depends on context and on perception.

Fuzzy logic makes it possible to translate those nuances into mathematical models (not 0 or 1, but 0.72 or 0.38), exactly as LLMs calculate the probability that a word, a fact, or a source is relevant.

Why is this key for us, communicators and marketers?

▶️ Visibility & brand authority: The goal is not only to be present, but to raise the probability that AI treats you as a priority source (moving, for example, from 0.55 to 0.92 on "expert in green energy").

▶️ Reputation: A brand's image inside AI is shifting, a score that can tip according to the signals carried by owned and earned sources.

Content governance is more essential than ever: inject context, multiply the points of resonance, keep a steady cadence to consolidate your membership in the favorable sets.

▶️ Crisis management: A denial does not drop a fact to zero. It only reduces the probability that it will be picked up again.

Only the brands that can measure those tenths precisely will be in a position to conquer this new digital territory.