Communications leaders are increasingly faced with the challenge of safeguarding their organizations' reputations in an era defined by generative AI (GenAI). With the technology evolving rapidly, Gartner, Inc. has outlined five essential strategies that chief communications officers (CCOs) should implement to mitigate the risks associated with GenAI. Amber Boyes, a director analyst in the Gartner for Communications Leaders Practice, highlighted the urgent need for action, stating, “From easily disseminated deepfakes spreading disinformation to impersonation attacks and unintentional employee misuse, the implementation of GenAI is riddled with risks.” Boyes emphasised the importance of establishing effective guardrails to balance the significant opportunities and reputational threats that GenAI presents.
One of the first strategies identified is to enhance social media monitoring capabilities. A recent Gartner survey conducted between April and May 2024 revealed that 80% of consumers believe GenAI has complicated the task of distinguishing reality on the internet. This underscores the importance for CCOs to maintain a pulse on trending subjects on social media and to engage vendors adept at identifying potential misleading content in real-time. By instituting a human-in-the-loop protocol, social media managers are better equipped to address reputational risks as they arise.
In addition to social media monitoring, strengthening the credibility of owned media is essential. In today’s media landscape, the prevalence of disinformation alongside a decline in consumer trust necessitates that organisations position themselves as reliable sources of accurate and trustworthy information.
The third strategy is scenario planning for likely attacks. CCOs are tasked with identifying sensitive subjects prone to disinformation, which can lead to significant reputational damage. By organising tabletop exercises, communication leaders can assess brand risk scenarios across various functions and pinpoint gaps in internal response processes. Proactive crisis communication plans that include GenAI considerations can help organizations develop effective counter-narratives before any potential attacks occur.
It is equally vital for organisations to clarify the use of GenAI to both employees and consumers. The Gartner research indicates that 75% of consumers expect brands to be transparent about their utilisation of GenAI in content creation. CCOs are therefore encouraged to ensure that content undergoes human review and fact-checking, and to include appropriate disclaimers regarding the application of AI in its development. Providing employees with examples of practical GenAI use cases can enhance understanding and adherence to these standards.
Finally, fostering a culture of safe experimentation with GenAI can empower employees. By allowing staff to engage in brand-safe exploration of GenAI, communications leaders can cultivate confidence in the technology, while also promoting its responsible use. Focus should remain on low-risk scenarios to minimise the potential for missteps.
These five strategies signal a proactive approach by communications leaders in navigating the complexities brought about by GenAI, ultimately aimed at protecting and enhancing their organisations’ reputations amidst evolving technological threats.
Source: Noah Wire Services