Building trust in the age of AI: Reputation management against deepfakes and disinformation
As fake content becomes easier to produce, protecting reputation is turning into a matter of speed and preparedness.
Deepfakes and other AI-generated fake content have created a new category in crisis communications. This content spreads far faster than anything in traditional crisis scenarios.
The first step in preparedness is monitoring infrastructure. Online tracking of the brand’s name, its leader’s image and product-related visuals should be continuous.
The second step is a verification channel. Where the organization publishes its official statements should be established in advance; in a crisis, this channel should serve as the point of reference.
The third step is speed. When fake content is detected, issuing a clear, concise, evidence-based statement within the first few hours largely stops its spread.