Reputation management: How PR and comms can maintain trust in an AI-assisted future

Nearly half of UK businesses with less than 500 employees are unprepared for potential reputational crises arising from the use of AI, says new study. 

We teamed up with international market research company Danebury Research for our report, Reputation management: How PR and comms can maintain trust in an AI-assisted future, which examines how PRs and the media are adjusting to the use of artificial intelligence in their work.

Based on 300 interviews with business decision makers working across Financial Services, Utilities, Pharma, Media, Retail, and Transport sectors, our research found that fears regarding the impacts of brand reputational issues are significant. This highlights the urgent need for upskilling teams in order to keep up with advances.

Download the full report below to learn:

• Why AI-enabled individuals pose a huge threat to organisational reputation
• Which industries are most receptive to the technological advances
• How comms teams can benefit from AI both as creators and communicators