Two-thirds of communications professionals feel unprepared for the impact of AI on reputation and crisis management.

New research shows that the communications industry is unprepared for new AI threats, despite 97% feeling concerned and a quarter describing the threat as ‘significant’. Over three-quarters of communications professionals named disinformation as a specific concern.

Golin’s ‘AI Issues Trap’ survey of 200 communications professionals found that nearly 60% are yet to adjust their reputation management approach, and two-thirds are unsure how. As part of the report, Golin identified 16% of a recent conversation about one multi-national mentioning ‘China’ originated from fake accounts.

“The use of AI tools is completely shifting how we operate issues and crisis management,” says Victoria Brophy, EVP of risk and reputation at Golin. “On the positives, we now have new tools to identify threats such as misinformation, bot networks and malicious acts across digital platforms and social, as well as to spot and predict accelerating issues.

“But generative AI is also providing an accessible way to create powerful misinformation," Brophy continues. "The proliferation of fake news is not ‘new news’ but when taken into account with the increasing use of generative AI, it takes on a whole new terrifying force.”