Misuse of AI Identified as Top Reputational Threat for Companies in New Survey

AI Misuse Tops Reputational Risks

A recent survey of over 150 public affairs leaders indicates that the misuse of artificial intelligence (AI) poses the most significant threat to corporate reputations. This concern outweighs other brand risks, including issues related to child welfare or geopolitical conflicts, according to the latest edition of the quarterly Reputation Risk Index.

Recurring Concern with New Urgency

The Global Risk Advisory Council, which publishes the index, noted that AI misuse has been a top concern since the survey's inception in April 2025. However, the latest report includes an advisory for business leaders, recommending "immediate and decisive action to mitigate potential long-term brand damage" due to AI becoming a "clear and present danger to public confidence for many corporations."

Diminishing Public Trust in AI

Isabel Casillas Guzman, chair of the council, stated that despite rapid AI deployment for productivity gains, public trust in the technology is diminishing. This trend elevates the need for businesses to protect their brands, as AI use or overuse can quickly harm a company's standing with customers, investors, and other stakeholders. Preventive tactics are now essential.

Recommended Mitigation Strategies

The Global Situation Room, creators of the index, suggested tactics such as removing or reducing the use of AI-generated content and relying on human interaction for customer service. The survey respondents, who included former heads of state, government ministers, and senior executives from over 20 countries, collectively recognized AI's promise for organizational efficiency while also noting its acceleration of safety and data concerns, hacks, fraud, privacy strains, workforce disruption, and increased lawsuits.