AI: transforming communications and brand trust
By Barnaby Fry, Executive Vice President, Head of Issues and Crisis, EMEA, Weber Shandwick
The communications industry has been quick to recognise the significance of Artificial Intelligence (AI) but slow to realise that it is no longer a futuristic concept; it’s a reality that is already changing our approach to communications and impacting trust in brands.
At The Weber Shandwick Collective, we believe it’s crucial to recognise AI’s potential and we are already using, exploring and developing a range of AI tools to supercharge our existing expertise and help clients embrace the opportunities and efficiencies it brings. It’s also important to understand the AI threat. When thinking strategically about brand safety, many clients focus on traditional risks. However, AI has already introduced new threats and amplified existing ones.
During our Unlock25 workshop we discussed the prevalent use of deep fakes as entertainment, for example, replacing actors faces in our favourite film scenes. And the raft of deepfakes featuring the then England football manager, Gareth Southgate, being uncharacteristically candid about the team’s performance during the Euro 2024 Championship, which raised valid concern from the Football Association and many commentators regarding their impact on him and the team.
Growing concerns have emerged about the potential influence of deepfakes on voting in this year’s elections worldwide, as they can present misinformation as fact, and in the case of ChatGPT, even predict election outcomes that are yet to happen.
AI continues to accelerate the democratisation of disinformation. The ability to cheaply and quickly produce credible deepfakes or use bots to identify and drive conversations are a growing threat for businesses and their leaders around the world. We have already seen credible deepfakes used for fraud and scams, and AI bots drive conspiracy theories that have impacted the sales of everything from beer to children’s toys. So, it really is a matter of when, not if, for brands.
On the flipside, it’s important to note that AI can also be used to mitigate risk and improve our understanding of a story. It can guide decision making and predict momentum. In short, it can be used to ensure Brand Safety.
During Unlock25, attendees had the opportunity to interact with TWSC’s secure AI sandbox. A series of tools that help our clients take a robust approach to Brand Safety, building and testing narratives, predicting where and how they will travel, and better understanding of how generative AI can be manipulated to exacerbate crises or spread disinformation.
The potential of AI is undeniable, but it’s crucial to understand that like any technology, it can be used for both good and bad. It’s important for firms to strategically incorporate AI into their operations while remaining alert to the potential risks it poses. By doing so, we can use AI as a tool to gain a competitive advantage, streamline their operations, and safeguard their brand. As we continue to embrace AI, it’s crucial to stay vigilant to the potential risks and ensure we’re using this technology responsibly.
