AI-Fuelled Misinformation is a Brand’s New Worst Enemy

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In the AI era, misinformation targeting brands spreads faster than ever—marketers must act swiftly and strategically to protect trust.

Earlier this year, Coca-Cola found itself at the centre of a digital storm. A series of fabricated videos, circulated widely on social media, alleged the company had reported Latino employees to immigration authorities. The story was entirely false—but the backlash was very real. Boycotts followed, sales took a hit, and the brand scrambled to restore its reputation.

This is not an isolated incident. In the age of generative AI, misinformation has become faster, cheaper, and more convincing. Brands—especially household names—are increasingly vulnerable to coordinated disinformation campaigns or viral fabrications. The cost isn’t just reputational; it’s measurable in share prices, sales, and employee morale.

What’s new is not misinformation itself, but its speed and scale. AI tools now make it easy for bad actors to produce realistic images, fake news articles, and videos designed to spark outrage or confusion. Many platforms still struggle to catch falsehoods before they gain traction.

For CMOs, this is no longer just a PR concern. It’s a brand safety imperative. Experts recommend a proactive strategy: pre-bunking common narratives, using monitoring tools that scan for emergent threats, and building trust with stakeholders long before a crisis hits.

Brands can’t inoculate themselves against every false claim. But those that act with speed, transparency, and consistency will be better equipped to weather the next wave.