Protecting your brand online: strategies for the AI era

The AI era is redefining what it means to manage a reputation. As artificial intelligence tools grow more sophisticated, so does their potential for harm – enabling a single manipulated post, fake video or misleading review to spark public outrage, disrupt operations or trigger regulatory scrutiny. AI-generated misinformation is no longer a future threat; it is a present-day reality, capable of reaching millions in minutes and distorting public perception with alarming accuracy. Yet, the same technology that poses these risks can also be harnessed to defend against them.

The misinformation machine

Artificial intelligence can create content that is nearly indistinguishable from reality. Fake news articles, fabricated endorsements, cloned voices and AI-generated images are being used to deceive consumers, discredit competitors and impersonate public figures. Once released, these false narratives can be rapidly spread and amplified by algorithm-driven platforms and bot networks, making them appear more credible than they are. Search engines and social media feeds, optimised by AI themselves, can elevate this harmful content, pushing it to the top of user screens while burying corrections or legitimate messaging.

Tackle real risks with a proactive defence strategy

High-profile individuals are especially at risk. AI-generated impersonations can be used for fraud, blackmail or reputation sabotage. And while privacy and defamation laws exist, they struggle to keep pace with the speed and scale of AI-generated content.

Without a strong online presence and strategy, falsehoods can easily dominate the narrative. Accordingly, we advise our clients to stay ahead by adopting an aggressive defence strategy:

• Audit your digital presence: Conduct a full audit of your digital footprint to assess what information is true or false, private or accessible, and how it shapes your public image. Deleting inaccurate information is crucial, as AI relies on publicly available data to generate responses. If you do not control your narrative, someone else will – based on unreliable third-party sources, misrepresenting your brand and spreading misinformation.
• Deploy AI for good: Use AI tools to monitor sentiment, detect patterns and spot early signs of a crisis. This provides a critical window for action before escalation. AI can analyse massive amounts of social media content, predict potential crises and gauge underlying sentiment. With this data, companies can proactively adjust strategies, replacing pre-scheduled content with more timely, appropriate responses.
• Publish authoritative content: Ensure accurate, SEO-optimised content dominates the platforms you control, reducing the impact of false or misleading third-party sources. Digital experts can help your content rank higher and reach the right audiences, pushing down harmful narratives while boosting your visibility and credibility.
• Have crisis strategy in place for fast response: Misinformation spreads fast, so your response must be even faster. Pre-approved communication templates and internal escalation protocols are essential for quick, clear action.
• Strengthen cyber defences: Regular audits, controls and testing are key to protecting your organisation from potential vulnerabilities in technical systems.

Collaboration is crucial

No brand can fight such risks alone. Close coordination between legal, PR, cybersecurity and executive teams is vital. That is why we work hand-in-hand with external advisors and digital crisis specialists – bringing the speed, strategy and expertise required when every minute counts.

Get in touch today to discuss how GRA can help safeguard your reputation in an AI-driven world.