Build a robust crisis immune system for your organization against AI-generated risks. We explore structural, operational and cultural immunity defenses to prevent and rapidly respond to AI crises, making your business harder to infect.
These tips are part of the session "Weathering AI-Driven Crises—from Misinformation to Layoffs," where our speaker, Jon Goldberg, Chief Reputation Architect at Reputation Architects, Inc., helps PR professionals discover strategies to combat mis- and disinformation narrative crises perpetuated by AI.
This session was part of the PRNEWS PRO Online Training Workshop: "The AI Shift: Practical Strategies for PR Leaders."
Watch the full session at this link.
Full transcript:
[JON GOLDBERG]
So let's talk about a practical framework for inoculating organizations against these systemic crisis risks, because remember, it's one thing, and I, I can talk for the next three hours about tactically and strategically how organizations can best respond to AI-generated crises, but the problem has to do with the, with the speed.
It is absolutely critical to build your organization's crisis immune system, particularly around AI-related issues, in order to cut your time to response, the time your organization identifies possible misinformation generated by AI and formulates a response to it quickly that will keep up with the speed of AI.
Really, I'm looking to build three layers of immunity. First, there is structural immunity. These are the governance policies, the transparency policies, the employee practices and policies that are instilled in, on employees in the workplace from day one. It includes things like doing ethical AI training, all of these things designed to inoculate against crises, to prevent preventable crises caused by your organization's internal use of AI.
Second area of inoculation is building operational immunity. As I talked about, this is building out your truth base and establishing your verification fast lanes, essentially tuning your operational structure in your organization to be able to identify, surface, analyze and formulate a response to misinformation, manufactured outrage, all of the flavors and varieties of content that- uh, bad actors are using to, influence public opinion, um, deposition competitive organizations, and what have you...getting those tools in place and that infrastructure in place so you're ready to head off AI-driven crises.
And then the third, uh, third area you have to consider is building cultural immunity. Ways that your organization can leverage, for example, your organization's values to streamline decision-making under pressure, boost your organization's response speed, and keep people from making the same kinds of inadvertent mistakes with how they use AI, where they use AI, um, how they communicate, how they make decisions in the course of daily business to prevent the kinds of inadvertent, unforced errors and mistakes that lead to preventable crises.
And the goal here of immunization is to make your organization harder to infect with AI crises, not just better at responding to the symptoms of crisis after the fact. So making the organization, uh, harder to effect, more immune to reputational problems caused by AI crises, not just better at recognizing and responding to the symptoms when they surface.