Moves aims to protect your brand in an age of ChatGPT

By Riley Kaminer

Worried about SEO? Wait until we tell you about how ChatGPT can affect your company’s reputation.

Anyone who has played around with ChatGPT for more than a few minutes can tell you that the platform will have major impacts on how we find and consume information. And this will happen sooner than you might think.

“A year from now, it’s going to be mainstream enough that it will become the primary way of searching on the internet,” South Florida tech veteran Ralph Musgrove told Refresh Miami. Early reports indicate that Google, for its part, is concerned about the effects tools like ChatGPT will have on its core businesses.

Playing this forward, the idea is that consumers will soon use chatbots like ChatGPT as their portal to the world, similarly to how we use Google today. Of course, optimizing your business’s search engine rankings is a $47 billion business. But in Musgrove’s estimation, these new chatbot tools will usher in a new era for reputation management. 

Why’s that? Consider a user types in a question about your business and is shown inaccurate or negative information. Or worse: What if your brand does not even show up? 

These were the exact complications that were top of mind for Musgrove and inspired him to found reputation management platform Moves. The startup enables brands – once verified through Moves’ stringent onboarding process – to manage the story that chatbots tell about them.

After users sign up for a subscription to the service, Moves walks them through a decision tree that outlines a typical conversation a potential customer might have with a chatbot about a company. 

While Musgrove stopped short of divulging the secret sauce that makes Moves unique, he revealed that the company is then able to essentially get this information in the learning path of the chatbot. “That’s how we can positively influence results and help companies to have positive brand management,” he asserted.

Musgrove originally founded the company that would become Moves three years ago. Initially, the platform was focused on tools to provide influencers with AI-powered insights into what they should tweet and when. But for the last year or so, Musgrove and the company’s team of 23 full-time employees have been focused on building the technology that would eventually lead them to Moves.

“It became clear that chatbots were going to become the new way that people search for content,” he said of the decision to make this pivot. “It also meant that search optimization was going to become secondary.” Musgrove expressed excitement about being the first to the market for this kind of technology.

Before founding Moves, Musgrove has founded and worked in a wide range of local tech companies including LeapAnalysis, Access.Vet, OnCall.MD, and Hacktag.

Musgrove got his start coding at the ripe  age of 12 but really cut his teeth during the dot-com boom. He drew parallels between that time and this. “In the 90s, we felt like we were inventing the industry. And now what I’m most excited about is that I believe we will be first to market.”


Riley Kaminer