The Story: A recent survey commissioned by the Global Risk Advisory Council reveals that corporate reputation is at high risk due to associations with Elon Musk and the irresponsible use of artificial intelligence (AI). Almost 30% of public affairs leaders view Musk's influence as a significant hazard for brands, while misuse of AI, such as creating misinformation and deepfakes, tops the list of branding threats.

The Details:

• The Global Risk Advisory Council study surveyed 117 public affairs leaders globally, revealing stark reputational risks tied to high-profile figures like Musk and AI malpractice.

• Nearly 30% of respondents believe Musk's association could lead to heightened scrutiny and backlash against a brand, particularly given his controversial media portrayal.

• Mismanaging AI applications, including creating deepfakes and misinformation, is considered a paramount threat because of its potential for irreversible damage to brand reputations.

• The survey also highlighted dangers like the rollback of diversity, equity, and inclusion (DEI) initiatives, mounting allegations of anticompetitive practices, and defamation claims all contributing to the reputation risk landscape.

• The council warns CEOs that neglecting stakeholder goodwill on these issues may have lasting consequences.

Why It Matters: For creative professionals, this survey underscores the importance of being aware of the reputational risks tied to brand associations, particularly with polarizing figures and emerging technologies. Navigating today’s charged political and social landscape means safeguarding your brand from potential backlash while adhering to ethical practices in AI usage. The findings serve as a clarion call for brands and their leaders to remain vigilant and proactively manage their reputation to ensure long-term success and consumer trust.