Recently, talk of generative AI is everywhere. Whether it’s marvelling over AI filters that can make you look like a Renaissance painting or scrutinising videos of celebrity deep fakes, generative AI is hard to ignore. And in today’s highly accessible media landscape, the power of generative AI is both real and concerning – especially when considering the potential of a drastically changing information environment.

The Threat of Generative AI to Businesses

Generative AI enables any user to generate more content, faster and cheaper than ever before.  In the wrong hands, it will further accelerate the breakdown of faith in media sources, institutions, communications platforms – and companies. The same tactics used to create propaganda or fool an audience for laughs could be used by online assailants to target businesses.

This weaponised disinformation at scale using generative AI technologies is the true threat – if an organised campaign is unleashed online, it  has the potential to dismantle brand trust and customer loyalty rapidly.

Solutions for Mitigating the Risk of AI Disruption

Though this can all seem extremely alarming – and perhaps even dystopian – there are steps businesses can take now to build resilience and protect themselves from the disruptive force of a misinformation crisis powered by generative AI. Here’s how leadership teams can proactively prepare for the impact of negative generative AI:

Adopt Proactive Tech Solutions: If you’re using legacy media monitoring tools to keep an eye on online discourse, now is the time to look into more advanced technologies that are purpose-built to face new online threats and tradecraft. New threats require a new generation of AI-driven insights can help companies understand the propagation of narratives and associated risks, and identify possible issues before they turn into full-blown crises. Further, these solutions can help businesses understand how to mitigate damaging risk that can impact the brand, stock price, and even physical safety of employees and executives.

Update Your Crisis Communications Strategy: With weaponised generative AI, any industry or company can become a target in the blink of an eye. If your crisis communications playbook is based on the threats of years past and you find yourself the victim  of weaponised disinformation or AI disruption, you’ll quickly find that what once worked no longer will. Time is of the essence in these situations – especially when customers, employees, stakeholders, and the wider industry will need accurate information and reassurance as quickly as possible. But in addition to speed, risk signal fidelity into the types of threats involved is paramount, enabling teams to make strategic decisions not only faster, but with more accuracy.

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