Evgeny Tsyplakov works on what search engines show and what AI systems say about people, companies, and brands, including the third-party pages and knowledge panels a subject does not own and cannot edit.

His work covers search engine reputation management (SERM), generative engine reputation management (GERM), entity resolution, and crisis reputation recovery. He treats reputation as an engineering problem rather than a communications one. In SERM he defines the target state of the first page and works backward to the signals required to hold it. In GERM he records what several AI systems currently assert, sets the target statement, maps the sources each system draws on, aligns those sources, and tracks how the answers change.

A core part of the work is separating people who share a name, so that search and AI treat them as distinct people and neither inherits the other's record.

He has worked in SEO since 2006 and in reputation engineering since 2019, and holds a software engineering degree from Saratov State Technical University.