As AI continues to develop at a rapid pace, the threat of AI-generated misinformation and deepfakes to companies is increasingly evident. The 2024 Gartner®  report, Executive Pulse: AI Misinformation Emerges as a Top Threat, has noted, "AI is amplifying the risk of misinformation and disinformation (including deepfakes), potentially creating new challenges for business. While most executive leaders see limited impacts to their organization, a small group consider it an “existential threat." These challenges range from financial fraud to reputational damage, and they are risks that no executive team can afford to ignore.

To help you stay ahead of these emerging threats, we’ve outlined key steps your organization’s leadership should consider in the battle against AI-driven misinformation.

Acknowledge misinformation as a major Risk

While many businesses are highly focused on AI-enhanced cyberattacks, the growing threat of misinformation is often underplayed. According to the same article from Gartner®, “AI-assisted misinformation ranked among the top five emerging risks,” yet many companies remain unprepared to tackle this evolving danger.

What executives should do

• Incorporate misinformation into your Disinformation Security strategy: Don’t treat AI misinformation as a secondary issue. It should be discussed at the board level and woven into your organization’s overall risk mitigation plans.

• Evaluate current vulnerabilities: Identify how deepfake-driven misinformation could affect your business, including the potential for impersonations, fake communications, or disinformation attacks aimed at damaging your brand or influencing stakeholders.

Leverage AI-driven detection technologies

The rise of deepfakes is a clear and present danger, particularly for industries where trust and reputation are paramount. Instead of putting your organization in the position of being a victim, proactively address these risks by integrating Detection tools into your workflow.

What executives should do

• Invest in advanced deepfake detection solutions: Deploy technologies to safeguard your digital assets. These tools are critical in ensuring the authenticity of media shared with your customers, partners, and internal teams.

• Integrate detection into operational processes: Make sure that your detection technology is not just a one-off solution but an integral part of your operations, especially in high-stakes areas like communications, customer service, and brand management.
  
  

Foster a culture of collaboration across cepartments

Effective defense against AI-driven misinformation requires more than just technology—it demands close collaboration across multiple functions. Many organizations have started addressing digital manipulation, with nearly half of reputation leaders already having a plan in place. But if your risk management, communications, and IT teams are not aligned, misinformation can still slip through the cracks.

What executives should do

• Create cross-functional task forces: Bring together leaders from IT, legal, communications, and security to ensure a coordinated effort against AI-driven threats. These teams should regularly review and update protocols for identifying and responding to misinformation.

• Update crisis management plans: Incorporate AI-driven misinformation into your crisis communication strategies. This includes developing rapid-response plans for when disinformation impacts your business.

Communicate transparency and trust to stakeholders

In today’s digital world, where misinformation spreads quickly, transparency is crucial. Deepfake technology runs the risk of creating extra operational costs or other complications. Your customers and partners need to know that you’re actively taking steps to protect them from the dangers of AI-generated content.

What executives should do

• Proactively inform stakeholders: Communicate the steps you’re taking to safeguard against deepfakes and misinformation. Demonstrating your commitment to security and transparency helps build trust and loyalty.

• Engage in thought leadership: Position your organization as a leader in AI ethics and misinformation prevention by contributing to industry discussions and standards-setting bodies. This can further enhance your reputation as a responsible and forward-thinking organization.

Engage with policymakers and industry groups

As the use of AI continues to grow, so too will the regulatory landscape. There is an increasing discussions about the need for cross-sector safeguards and government regulations to address

the risks posed by AI-generated misinformation. Your organization should be part of this conversation to help shape the rules that will govern AI in the years ahead.

What executives should do

• Advocate for responsible AI policies: Work with policymakers and industry groups to develop regulations that promote responsible AI use and prevent malicious misuse. By doing so, you can help protect your industry from the evolving risks of AI-driven misinformation.

• Ensure compliance: As AI regulations develop, ensure your business remains compliant with new laws and standards regarding the use and detection of AI-generated content.

Empower employees to recognize and respond to misinformation

Your employees are often your first line of defense against AI-driven misinformation. If your workforce is not trained to recognize deepfakes or disinformation, your organization may remain vulnerable.

What executives should do

• Offer regular training on AI and misinformation: Equip your teams with the knowledge and tools they need to identify potential AI-generated threats. This should include awareness programs focused on deepfakes, phishing, and other forms of digital manipulation.

• Build a culture of vigilance: Foster an environment where employees understand the risks of AI-generated content and are encouraged to report suspicious activity or misinformation.

Conclusion: Protecting Your Organization from AI Misinformation

AI-driven misinformation and deepfakes are rising threats, and many organizations are unprepared. However, by taking proactive steps—such as investing in detection technology, fostering collaboration, engaging with policymakers, and educating your workforce—your executive team can ensure that your organization remains resilient in the face of these evolving challenges.

Gartner, Executive Pulse: AI Misinformation Emerges as a Top Threat, By Steve Shapiro, 19 July 2024

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