AI supercharges disinformation: Why brands must respond faster than lies spread

With AI accelerating disinformation, speed is now non-negotiable in crisis response.

When disinformation spreads unchecked on social media, audiences are more likely to believe it, endangering a brand’s credibility, reputation and business.

“AI has the potential to really supercharge the threat that we have from mis- and disinformation,” said Dave Fleet, head of global digital crisis at Edelman, during Ragan’s AI Horizons Conference earlier this year.

“We’re facing a real crisis as communicators in our own information ecosystem. How can we convey truth to people when what truth is is often in the eye of the beholder these days?”