On The Night Edit, Senator Mike Braun, R-Indiana, shares insights into the escalating concerns surrounding technology.
Amid the backdrop of a fiercely contested election year in the United States, businesses are being advised to exercise caution regarding the reputational risks associated with malicious actors leveraging artificial intelligence (AI). According to an expert, corporations that wade into this arena risk being ensnared in contentious situations.
Matt Gorman, the Vice President of Targeted Victory, a Stagwell subsidiary, expressed to FOX Business at Les 2024, “We have witnessed certain malicious actors, particularly in the realm of social media. By utilizing AI, it is possible to manipulate videos to coerce reporters into conveying predetermined messages, disseminating globally at a rapid pace.”
“We’ve observed businesses thrust themselves into the political limelight, transforming into political performers,” he added. “Reversing this trajectory poses a significant challenge. Reflect on any business over the past four to five years, including prominent names like Bud Light and Disney,” he continued.
Gorman emphasized the insidious nature of AI in fabricating false narratives that are arduous to counter. The repercussions can be swift, impacting brand perception, stock value, and reputation almost instantaneously. Hence, companies must remain vigilant and responsive. Identifying and addressing such issues is akin to maneuvering a colossal ship.
In the midst of a contentious election cycle, Gorman underscores the imperative for businesses to anticipate the social hurdles posed by malevolent actors utilizing AI.
While formulating a detailed crisis management plan for every conceivable scenario may not be feasible, Gorman advocates for a proactive approach. Companies should proactively address potential reputational risks early on, fostering transparency and preparedness among stakeholders.
Gorman suggested, “It is essential for businesses to establish a comprehensive action plan to tackle ethical crises.” He stressed the importance of aligning strategies with the company’s values. Having a well-defined plan in place, even if not exhaustive, can provide a significant advantage during crises.
Acknowledging the dynamic nature of crises, Gorman highlighted the necessity of fostering a shared understanding within the organization. By ensuring that all team members are attuned to the overarching strategy and objectives, companies can navigate challenges more effectively.
Furthermore, Gorman cautioned that political activists, both internal and external, may seek to leverage products to advance their agendas. Thus, companies must carefully evaluate the alignment of their participation in political discourse with their core values and customer base.
Gorman pointed out that businesses perceived as authentic in their convictions, regardless of their ideological leanings, are better equipped to weather criticism and maintain credibility. Targeted Victory, known for its involvement in Republican campaigns and corporate consultancy, exemplifies this principle.
By embodying authenticity, companies can attract consumers across political divides who value their integrity. However, Gorman cautioned against inconsistent stances, emphasizing the importance of maintaining a genuine and unwavering brand identity.
