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The brands that consumers find most reputable tend to come across as risk-taking, friendly, uncompromising, trustworthy, and orderly, according to research from TrustPilot.

The report was based on an analysis of Global RepTrack's 2018 list of the top US, UK and global brands that consumers find most reputable.

The researchers used IBM's Watson Personality API, an AI-driven platform that processes written text, to see which key personality traits the brands exhibit.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji