Rebuilding comms credibility in a sea of AI misinformation

Communicators know how much AI has shifted the landscape in their industry. But they also need to be willing to move with it to be able to stay ahead of misinformation.

During Ragan’s Crisis Communications Conference earlier this year, Rebecca Fuller, vice president of integrated marketing communications at the American Academy of Family Physicians, told the audience that misinformation isn’t a new concept, but AI has sped up the rate at which it can spread exponentially. That’s a game-changer.

“There were always plenty of rumors and misinformation to go around, but we didn’t have digital platforms spreading it quite so quickly,” Fuller said. “We didn’t have technology and tools that made it look and sound quite as believable as it sounds today. We also didn’t have AI tools that combined information in ways that could take accurate information and turn it into something unreliable and a little misleading.”