Why corporate principles matter in a post-truth era
Misinformation has always had the capacity to distort corporate reputations, skew market perceptions and disrupt business operations. But we’re just beginning to see how artificial intelligence can intensify these risks, from online bot networks to AI-powered “deepfake” robodialers.
Today, any piece of misleading information can spread around the world — and any brand can be caught in the crossfire.
Ipsos’ Reputation Council report reveals an awareness of the heightened stakes: three-quarters of executive decision-makers now consider misinformation to pose a material threat.
There are actions brands can take to mitigate these risks, including advocating for content moderation and leveraging reputation monitoring tools. But the best defense is to operate from a place of trust and transparency. (The data backs this up: 45% of people say they’ll believe negative information about a company if they distrust it a great deal, while just 3% say they’ll believe negative information about companies they do trust a great deal.)
Brands must stay in the loop about misinformation and respond to it quickly. But they also need the benefit of the doubt from consumers — and keeping that requires a close eye on public opinion, along with creating clear and consistent communications.
| ← Read previous What a new world of polycrisis means for risk | Read next → |