Gartner, Inc. has outlined five strategic approaches for chief communications officers (CCOs) to mitigate reputational threats linked to generative AI (GenAI).
The new guidance, from Gartner for Communications Leaders, addresses the emerging challenges GenAI poses for organisational reputation management, both internally and externally.
According to Amber Boyes, Director Analyst in Gartner’s Communications Leaders Practice, CCOs face distinct risks associated with GenAI, including potential disinformation from deepfakes, impersonation attacks, and inadvertent misuse by employees. Boyes emphasised the need for communications leaders to balance GenAI’s potential benefits with an awareness of its associated reputational risks, recommending robust organisational guardrails.
Social Media Monitoring to Detect GenAI-Driven Misinformation
In light of findings from a Gartner survey conducted in 2024, which revealed that 80% of consumers believe GenAI has complicated their ability to distinguish between real and false information online, Gartner advises that CCOs prioritise social media visibility. Leaders are urged to work with vendors capable of tracking the spread of misleading content in real-time. This includes developing a GenAI-specific monitoring protocol to empower social media managers to quickly manage and triage emerging reputational risks and, where necessary, liaise with IT partners to report content on social platforms.
Gartner also highlights the need for CCOs to position their brands as reliable sources of information in a media landscape increasingly affected by disinformation. Strengthening owned media presence across social profiles, websites, and external newsrooms is recommended to ensure credibility and promote ethical GenAI use. Additionally, according to Boyes, communications teams play a frontline role in establishing organisational transparency and trustworthiness.
Preparing for GenAI-Related Reputational Attacks
Scenario planning is essential for anticipating GenAI-driven reputational challenges. Gartner suggests CCOs conduct simulations to prepare for potential brand risk scenarios. Such exercises help organisations identify vulnerabilities, refine internal response processes, and incorporate GenAI-specific considerations into crisis communications plans. This approach enables communications teams to develop and rehearse counter-narratives proactively.
Transparency around GenAI’s use is essential to build trust with consumers, with Gartner research indicating that 75% of consumers expect brands to disclose when they use AI to generate content. Gartner advises that all GenAI-produced content should undergo human review, and appropriate disclosures should be made where AI is involved. Employees, too, benefit from a clear understanding of GenAI applications, which can be achieved by sharing real-world use cases.
Supporting Brand-Safe GenAI Experimentation for Employees
Lastly, Gartner recommends that CCOs create opportunities for employees to experiment with GenAI in a brand-safe environment. By focusing on the most valuable, low-risk applications, communications leaders can build internal confidence in AI use while minimising potential reputational harm. Boyes noted that with appropriate mechanisms and safeguards, technology can support rather than compromise brand integrity.
The Gartner for Communications Leaders practice offers this newly developed guidance, designed to help CCOs strengthen reputational resilience in an AI-driven environment. Gartner clients can access further insights in the report, Protect Your Brand From Generative AI Risks.
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