While IT sees systems and Legal sees liability, Marketing and Communications teams are uniquely positioned to manage AI misinformation. Their proximity to customer sentiment, content, and brand reputation makes them the logical, and often default, owners of this emerging threat within an organization.
Google and social platforms keep users within their ecosystems, rendering traditional click-based attribution obsolete. In this environment, brand authority—what's said about you in trusted media that feeds AI models—becomes the primary signal for visibility and customer choice.
The creation of sophisticated deepfake audio for corporate fraud is no longer a high-cost, high-skill endeavor. As demonstrated, a convincing voice clone can be generated for free in minutes using just a 30-second audio clip, posing a significant internal security risk for financial fraud.
Monitoring text mentions is no longer enough to detect misinformation. Brands must use social listening tools that can also monitor visuals, tracking how their logos, products, and executives are being used or manipulated in images and videos across the web to get ahead of visual-based threats.
A traditional crisis plan is no longer sufficient. Brands must evolve their approach to be proactive, which means regularly scenario-testing for specific AI-driven threats like deepfake CEO voices, fake influencers promoting scams, or coordinated misinformation campaigns before they happen.
As influencers adopt AI tools, brands must update their contracts to mitigate risk. This includes adding clauses that prohibit undisclosed AI-generated content in brand promotions, require pre-approval, and verify all claims to prevent partnerships from undermining brand authenticity and trust.
The most dangerous spread of misinformation occurs on private channels like WhatsApp, often called "dark social." This content can go viral for hours before public-facing monitoring tools detect it, meaning by the time a brand reacts, significant reputational damage may already be done.
Fraud has evolved beyond pre-recorded deepfakes. Scammers now use real-time technology to impersonate executives during live video calls. The fake avatar mirrors the scammer's actions and speech instantly, tricking employees into authorizing fraudulent transactions, as seen in a $25M case.
The risk of AI isn't just external misinformation; it can be self-inflicted. McDonald's fully AI-generated Christmas ad was perceived by audiences as "creepy" and "soulless." This demonstrates that poor execution of brand-created AI content can undermine authenticity and damage brand reputation.