Managing Reputational Impacts in a Digital World: Reputation, Risk and Influence in the Age of AI

As AI continues to reshape how information is created, discovered, and consumed, marketing and communications professionals need to rethink how they build, measure and protect their organisation’s reputation.

A panel of experts from journalism, strategic communications and crisis management will explore how professional services firms can maintain trust and credibility in an environment increasingly influenced by AI-generated content, synthetic media and rapidly evolving digital channels.

The session will examine how organisations are adapting to new reputational risks, changing stakeholder behaviours and the growing importance of authority, verification and visibility in AI-driven search and discovery.

The discussion will cover the opportunities and challenges presented by AI, including:

• How reputation is being measured differently,
• The impact of AI on journalism and thought leadership,
• The risks posed by misinformation, deepfakes and AI-generated hallucinations.

Drawing on practical examples and real-world experience, the panel will also explore how firms can strengthen their reputational resilience, respond effectively to emerging threats and ensure they remain trusted sources of expertise in an increasingly complex digital landscape.