Amidst concerns about the potential dangers of artificial intelligence (AI), one expert is warning companies to be vigilant about the reputational risks posed by bad actors utilizing this technology. With the upcoming contentious election year in the United States, corporations that involve themselves in political matters run the risk of becoming embroiled in a quagmire. Matt Gorman, Vice President at Targeted Victory, a Stagwell company, explains that AI can be used to create videos that manipulate the statements of reporters, leading to the spread of false narratives worldwide before anyone has a chance to respond.
Gorman emphasizes that companies need to be proactive in preparing for these reputational risks. It’s impractical to have a comprehensive plan for every possible crisis, but there should be a general plan in place that outlines how to respond to issues that may arise. By aligning these plans with company values, decision-makers can establish a framework that provides the necessary awareness and preparation.
While it may not be possible to predict every aspect of a crisis, Gorman suggests that companies strive to be at least partially prepared. By having discussions about potential strategies and objectives, the senior team can ensure that everyone is on the same page and has a broad understanding of how to handle such situations. This allows for flexibility in tailoring tactics based on the specific circumstances while maintaining a cohesive approach.
Furthermore, Gorman advises businesses to carefully consider whether engaging in political debates aligns with their brand and values. Political activists within and outside the company may attempt to leverage the company’s reputation for their own ideological ends. Therefore, companies must think long and hard about the advantages and ramifications of political engagement, ensuring that it remains true to their identity and customer base.
In conclusion, companies must be proactive in preparing for reputational risks associated with AI and political involvement. By developing general plans, aligning strategies with company values, and considering the potential impact of political engagement, businesses can mitigate risks and maintain their brand reputation in the Age of AI.
The source of the article is from the blog girabetim.com.br