The implementation of Intelligence Artificial (AI) in internal and external processes brings significant benefits, but also poses risks if not managed properly, therefore, companies must be prepared for possible crisis reputational, legal and operational, due to the exponential growth of this tool.
This is what the expert in communication corporate Yerenna Álvarez, who points out that, in the face of future controversies related to the use of AIsuch as problems of privacy of data, algorithmic biases or technical failures, companies must have recovery plans crisis specific ones that allow us to respond quickly and effectively.
During his participation in the 4th. Corporate Communication Day of the Pontificia Universidad Católica Madre y Maestra (Pucmm), call “Armor of the image and transparency in time of the AI“, Álvarez highlighted that “Transparency is essential to build and maintain public trust and safeguard the reputation of the organization”.
“When an entity’s communication is always clear and transparent, the public can quickly identify false information that may be circulating about it. This is because, by being well informed, citizens are able to discern what the company would really say. or would do in a given situation. As a result, the public becomes an important defender of the brand, protecting its brand. reputation against unfounded rumors,” he emphasized.
The account director at Newlink stated that despite all the benefits it offers, there are multiple actions and factors that can harm the image of a company. company due to the use or abuse of the intelligence artificial, such as:
- Fake news: The generation and spread of fake news through AI can negatively affect the reputation of one companyespecially if this news involves or harms her.
- Information manipulation: Wear AI to distort or change information relevant about the companyits products or its employees can damage your credibility and trust.
- Deepfakes: The use of AI to create falsified videos or images of directors or representatives of the company company It can impact public perception and generate scandals.
- Manipulation of reviews and opinions: The AI can generate reviews or false comments on social networks and platforms reviewswhich can confuse consumers and create distrust through “bots.”
- AI-generated misleading advertising: Create ads or messages with information exaggerated or false can lead to legal problems and affect trust in the company.
- Errors in chatbots and virtual assistants: Inappropriate, incorrect or even offensive responses by chatbots without human supervision can discourage customers and damage the reputation of the company.
- Bias in AI algorithms: If the systems AI make decisions based on biased data, can lead to practices discriminatory or unfair, which can affect the public image.
- Invasion of privacy: The collection of data without explicit consent or the improper use of information personnel can give an image of invasion and lack of respect for the privacy of clients.
- Overreliance on AI in customer service: Highly automated customer service without human supervision can be perceived as cold and insensitive, affecting the perception of customer service. company in terms of service and empathy towards the customer.
“Preparing, adapting and reinventing yourself is crucial to protect and strengthen the image corporate due to the speed and range with which the Intelligence Artificial can influence public perceptions,” he considered.
Recommendations
- Establishment of communication protocols: Transparency is essential to building and maintaining public trust. In a world where deepfakes and information incorrect can damage the reputation of a brand in a matter of minutes, it is vital that companies communicate clearly and honestly.
“The protocols of use of AI in companies must be focused on clear policies on the responsible use of technology, indicating how to protect the privacy of users and the sensitive information of organizations to avoid risks associated with the lack of transparency in data management,” said the specialist in strategic planning and the management of risk situations.
- Continuous training: Train teams in management of crisis and use of tools of AI Identifying and neutralizing threats is crucial.
- Monitoring and rapid response: In a hyperconnected environment, the speed of answer is essential to mitigate damage to the reputation of an entity. The AI offers solutions that allow us to monitor a reputational risk situation in real time and this allows us to design protocols of answer with the speed that interest groups require today.
- Learn about good practices: Know the hello good practices business in the use of AI It is essential to ensure that its implementation is ethical, safe and effective.
- Check reliable sources: With the current growth of social networks, the spread of information travels in a matter of seconds, which is why it is necessary, before spreading something, to verify reliable sources.
Are practices guide companies in the responsible use of technology, protecting the privacy of users and avoiding biases in the algorithmswhich is key to maintaining the trust of customers and society in general.
This allows you to maximize the value of the AI by optimizing processes and improve decision-making, while mitigating potential risks associated with its misuse, such as misinformation or negative impact on the reputation corporate.
