AI Fake News & Reputation Management
In an era where a single social media post can undo years of hard-earned credibility, where something small and seemingly insignificant can suddenly lead the public to turn on you, reputation has never been more fragile or more critical. The speed and scale at which misinformation can spread today pose unprecedented challenges for businesses, leaders, and institutions alike. How do you safeguard your reputation when AI-generated fake stories, videos, and audio clips are becoming nearly indistinguishable from reality?
These questions loomed large at our panel discussion on Fake News, AI and the erosion of public trust held at ALN House on February 27th. The discussion was chaired by our Director of Reputation Management and Crisis PR, Nikita Bernardi. We were honoured to be joined by Karim Anjarwalla, Senior Partner, ALN Kenya | Anjarwalla & Khanna, Catherine Wambua-Soi, Al Jazeera’s East and Central Africa correspondent, Luisa Cetina, a Director at ALN Kenya | Anjarwalla & Khanna and Mbabu Muturi, the Head of Cyber Services at Adili Group.
The discussion underscored a growing reality: While AI-driven misinformation poses an emerging threat, the most significant risks to reputation often arise from human errors such as ethical breaches, governance failures, product defects, or workplace controversies. In our interconnected world, these challenges are amplified, and any delay in response can be perceived as culpability.
So, what does reputation management in 2025 look like? Our panellists emphasized the need for a proactive, multilayered approach that integrates technology, foresight, and human insight. Key takeaways included:
- Establishing comprehensive crisis PR protocols ahead of time.
- Regularly conducting risk assessments and scenario planning.
- Actively monitoring brand sentiment and responding promptly.
- Communicating with transparency, empathy, and authenticity to avoid speculation.
- Continuously training leadership and communication teams.
Most importantly, the conversation highlighted that reputation cannot be safeguarded through technology alone, it requires clear values, consistent stakeholder engagement, and leadership willing to address challenges head-on.
At Adili, we remain committed to equipping businesses to navigate and excel during these complicated times. As the lines between truth and misinformation blur, proactive reputation management is not just a safety net; it’s a strategic advantage.
For more information on our Reputation Management and Crisis PR services, please contact us at: Nikita.Bernardi@staging.adili.africa
