Strategies for Combating AI Reputational Threats
Communications leaders must proactively protect their organization’s reputation from external and internal generative AI (GenAI) threats, according to Gartner, Inc. There are five essential strategies chief communications officers (CCOs) should consider when mitigating the risks associated with GenAI.
“From easily disseminated deepfakes spreading disinformation to impersonation attacks and unintentional employee misuse, the implementation of GenAI is riddled with risks,” said Amber Boyes, Director Analyst in the Gartner for Communications Leaders Practice. “It is important that communications leaders establish effective guardrails in their organization in order to balance the unprecedented opportunity with the significant external and internal reputational threats GenAI poses.”
The five essential strategies CCOs must consider when protecting their organization’s reputation from GenAI threats include:
Enhance Social Media Monitoring Capabilities
A Gartner survey of 2,001 consumers between April and May of 2024 found that 80% of consumers agreed GenAI has made it more difficult to distinguish between what’s real online and what’s not. With this in mind, CCOs should have visibility into what is trending with audiences on social media and ensure vendors that monitor the spread of misleading content can detect potential spread in real time.
By establishing a human-in-the-loop protocol, social media managers can be armed with the necessary tools to monitor and manage reputational risks. A triage process and risk management protocol should also be adapted for GenAI-specific scenarios, including updating social media processes to alert IT partners and report false and misleading content to social platforms.
Strengthen Owned Media Credibility
Disinformation and an erosion of trust remain major challenges in today’s media landscape. Therefore, it is imperative that communications leaders establish their own organization as a source of accurate and reliable information.
“From trustworthy social media profiles for brands and executives to external transparency with online newsrooms, effective communications should strive for credibility and ethical use of GenAI,” added Boyes. “Communications leaders sit at the front lines of safeguarding and enhancing an organization’s reputation.”
Scenario Plan for the Most Likely Attacks
Communications leaders play a vital role in identifying and flagging sensitive topics prone to disinformation and most likely to cause reputational damage.
After determining the brand risk scenarios, leaders across all functions should conduct tabletop exercises to plan for GenAI-related attacks, keeping a close eye on areas with the highest reputational risk. By pinpointing gaps in internal response processes, communications teams can incorporate GenAI considerations into crisis communications plans and develop counternarratives before an attack occurs.
Clarify GenAI Use to Employees and Consumers
Consumers want transparency around how brands use GenAI in content or communications creation, with 75% agreeing that brands should disclose when they use GenAI to help produce their content. Leaders should ensure that content is subject to human review and fact-checking, and appropriate disclosures around how AI was deployed to support its creation should be added.
Clarification and guidance around GenAI use should also be given to employees by providing relevant GenAI use cases and real-life examples that demonstrate its practical application.
Empower Employees Through GenAI Experimentation Opportunities
By fostering a culture of brand-safe GenAI experimentation, communications leaders can build their employees’ confidence around usage and ultimately encourage adoption. Experimentation opportunities should be focused on the most useful and lowest-risk use cases to minimize the risk of a mishap.
“By establishing sensing mechanisms and internal guardrails in this increasingly AI-driven world, CCOs can position technology as a teammate and unlock the full potential of GenAI while taking preventive measures to minimize the risk of reputational harm,” said Boyes.
The recently-launched Gartner for Communications practice provides timely expert guidance and actionable insights CCOs need to strengthen their organization’s reputation both internally and externally. learn more in the report: Protect Your Brand From Generative AI Risks.
About Gartner for Communications
Gartner for Communications Leaders provides actionable insight, expert guidance and decisioning tools to help the CCO thrive as an executive leader, transform communications strategies, support timely organizational needs and elevate the employee experience, all while strengthening the brand’s reputation both externally and internally.
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