"As today's technology and political divisions continue to evolve, "fake news" and AI-generated deepfakes continue to blur the lines between fact and fiction. Companies face growing pressure to take a stand on truth and transparency, especially when their own brand is being misrepresented. However, determining how proactive to be-and when to step back-can be a delicate balancing act. To help, Forbes Communications Council members explain how companies can responsibly engage in the fight against misinformation while protecting credibility, trust and brand integrity."
"Brand impersonation and misinformation have become some of the most under-recognized business risks today. While cybersecurity teams can take down look-alike domains, marketing and comms pros can play an active role, too. Educate your customers on how you communicate. Establish a trust center. Align marketing, legal and cybersecurity teams, and measure exposure, not just incidents. - Chris McKie, Embed Security"
Rapid advances in technology and political polarization are enabling fake news and AI-generated deepfakes to blur fact and fiction, increasing risks to brand reputation. Companies face pressure to address misinformation while balancing proactivity with restraint to protect credibility, trust and brand integrity. Recommended actions include educating customers about official communication channels, creating a trust center, aligning marketing, legal and cybersecurity teams, measuring exposure, fact-checking data, clarifying AI use, elevating credible voices, and building sustained consistency between words and actions to create resilience against misinformation.
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