Musk and AI among biggest threats to brand reputation, global survey shows

a year ago

Associating with Elon Musk and misusing AI are top ways for companies to damage their brands, according to a survey of 100+ international public affairs leaders.
The survey, conducted by the Global Risk Advisory Council, highlights a 'reputation risk index' warning CEOs about losing stakeholder goodwill.
30% of respondents from 17 countries and 58 industries indicated that aligning with or being targeted by Elon Musk increases scrutiny risks.
Musk's donations to Trump's campaign and his role in federal budget cuts under the 'Department of Government Efficiency' (Doge) have drawn controversy.
Public opinion polls show 60% disapproval of Musk's work for Trump, impacting Tesla's stock and leading to reports of Musk distancing from the administration.
AI misuse, including deepfakes and unethical applications, is viewed as the greatest threat to brands, likely to attract negative online news attention.
Rolling back DEI initiatives is the third top risk, with the Trump administration cutting federal funding to institutions like Harvard over DEI programs.
Anticompetitive practices and defamation allegations complete the top five reputational risks identified in the survey.
The survey's findings suggest reputational threats will escalate in the short term, with complex communication challenges for organizations.

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