In this digital era, misinformation and disinformation pose a significant challenge for businesses. The landscape of public relations (PR) and corporate communications is being reshaped by artificial intelligence (AI), which has both the potential to exacerbate and combat these issues. As a result, businesses must invest in a robust and resilient communications strategy to navigate this complex terrain.
The Role of AI in Misinformation and Disinformation
AI's influence on misinformation and disinformation is both profound and multi-faceted. On one hand, it has the potential to aid in the spread of false information, either intentionally (disinformation), or unintentionally (misinformation). On the other hand, it can also be used as a tool to combat these issues. According to Holly Mercer, Global Head of Communications at Logically, a technology company specialising in tackling online misinformation and disinformation, the rapid growth of AI is unprecedented. With thousands of custom GPTs in action, and with the development of GPT 4 happening in a matter of months instead of the predicted year, the potential for exponential AI growth and disinformation presents significant challenges, particularly during election years. However, it's not all doom and gloom. AI can also enhance our work and deliver outcomes that were previously thought impossible. The key is to use AI responsibly and ethically.
The Importance of Transparency and Disclosure in AI-Generated Content
As AI becomes more integrated into PR and corporate communications, the need for transparency and disclosure becomes more critical. If AI is involved in generating content for the public, it must be clearly disclosed. This transparency is essential for the PR industry to manage the potential distortion of truth that advanced technology may cause. A lack of transparency could risk damaging a company's reputation, leading to a potential crisis. Therefore, it's important for PR agencies to be honest with both their clients and themselves about their use of AI.
Building Resilience and Preparing for Communications Challenges
Scenario planning and tests are vital in preparing for communications challenges. By integrating counter-narratives, businesses can build resilience and immunity within their audiences. This can help to combat the potential spread of misinformation and disinformation. In the era of increasing AI usage, communications professionals need to be confident in their abilities to differentiate themselves as humans. Human interaction is indispensable, and professionals should focus on building expertise and knowledge to stand out in the industry.
Media Literacy and Education: A Crucial Tool in the Fight Against Disinformation
Educating the public about the real harm and intent behind disinformation, and how to access accurate information, is a crucial step in combating disinformation. Disinformation actors are sophisticated and use advanced tactics to evade detection, making regulation and monitoring challenging. Media literacy and education can help the public to better understand these tactics and the evolving significance of verified status on social media.
The Future of AI and Disinformation
AI and disinformation are complex issues that require integration and response. Censorship may not be an effective way to address these issues, but leveraging AI tools could potentially provide solutions to tackle disinformation campaigns. AI also enables rapid network analysis, leading to an increased ability for malicious targeting. It allows for increased personalisation, automated engagement, deep fake profiles, impacting organisations' objectives. The ethical implications of these capabilities are far-reaching and need to be carefully considered.
AI: A Tool for Inclusivity and Digital Accessibility
AI tools can also be used to promote inclusivity and digital accessibility. By customising GPT based on your own parameters, businesses can experiment and understand what they want to achieve. In conclusion, the landscape of corporate communications is rapidly changing with the advent of AI. It is crucial for businesses to adapt and evolve, taking a proactive and innovative approach to combat misinformation and disinformation. By investing in a robust communications strategy, businesses can develop resilience and navigate this complex terrain with confidence and success. Remember, AI can't navigate chaos like humans can. The human factor will always remain indispensable in the world of corporate communications.