For major companies, managing the fallout from internal mis-steps — from botched responses to political crises to executive misconduct — has always been tricky. But safeguarding reputations is only getting tougher. 

It was difficult enough when corporate crises were more tethered to true events or decisions. Now, falsehoods and disinformation can derail companies as online fakery can morph and multiply quicker than ever before. The use of artificial intelligence to produce false material such as deepfake videos more easily has only heightened the risks.

Governments have long complained about disinformation undermining elections, inciting unrest and deepening societal divides. Businesses are now in the crosshairs, too. “Over the last couple of years, disinformation has been on the rise and now it is spreading like knotweed,” said Julian Payne, global chair of crisis and risk at consultancy Edelman.