Addressing an AI-Generated Crisis
In an era dominated by technological marvels, the rise of deepfake technology poses a significant threat to individuals and organizations alike. The ability to manipulate audio and video content convincingly opens the floodgates to many potential crises, from reputational damage to widespread misinformation campaigns.
Generative artificial intelligence leveraged to create deepfake content has evolved to a point where it can convincingly mimic individuals' voices and faces, leading to the creation of deceptive content that is difficult to distinguish from reality. With this technology available to all, deepfake crises are not limited to celebrities and big companies: anyone from Taylor Swift to financial institutions to middle schoolers can be ensnared.
Companies must proactively address this menace, employing strategic measures to mitigate the risks and protect their integrity in the digital age.
Tell Your Own Story
The first line of defense against an AI-generated crisis is having a robust storytelling strategy already in place. Why? Because if your brand messaging is well-known by consumers, they are less likely to believe content that seems out of character. Brands with a less-than-robust presence and weak corporate narrative are particularly susceptible to these inaccuracies, as a void in their storytelling can easily be filled with erroneous details. The optimal strategy involves consistent, clear, and accurate communication with key audiences, emphasizing your brand's values and operational principles. Distributing messages through emails to employees, corporate blogs, and social media channels is essential.
Embrace Advanced Detection Technologies
Constant vigilance is another key defense against deepfakes. And here’s where it’s imperative to fight AI with, well, AI. Leveraging advancements in monitoring technology, companies can quickly and proactively spot and address manipulated content.
A study from Northwestern University emphasizes the importance of investing in such technologies, highlighting the role of such technology in safeguarding organizations from the harmful effects of deepfakes. Deepfakes can also find their way into online platforms, creating a breeding ground for disinformation. There’s a need for even more vigilant monitoring of online channels, especially with the expected deluge of questionable social media posts surrounding the upcoming presidential election. Companies need to integrate state-of-the-art detection tools that utilize machine learning and pattern recognition to identify anomalies in audio and video content. This proactive approach enables swift identification and containment of potential deepfake threats.
Establish Clear Communication Protocols
When it comes to crisis preparation and management, the best approach is to plan for the worst. In the event of an AI-generated crisis, a rapid and transparent response is crucial and deepfakes need to be something your crisis communications plan addresses. According to a report by the Brookings Institution, having well-defined communication protocols is essential to navigate the complexities of AI-enabled disinformation effectively. Organizations must establish clear communication chains, designate spokespersons, and prepare predefined messages to respond swiftly to any potential deepfake crisis. Transparency and openness are key components of effective crisis communication.
You cannot predict what havoc a deepfake generative AI crisis can wreak in your organization, but you can have a proactive and strategic response ready. It is also important to note that the ways in which you address an AI-generated crisis are very similar to the ways you should respond to any other crisis. Telling your own story, embracing advanced detection technologies, and establishing clear communication protocols are essential components of a resilient defense against AI-generated crises. The need for monitoring is more important than ever, with timely and effective responses being your best defense.
By adopting these measures, organizations can not only protect their integrity but also contribute to the collective effort to build a safer digital landscape for all. The battle against deepfakes is a shared responsibility, and the time to act is now.