Executive deepfakes, synthetic brand attacks and AI hallucinations: The new era of issues and crisis management
Most organisations have an issues and crisis management plan sitting on a shelf somewhere. If it doesn’t account for AI, it’s wildly out of date.
For decades, crisis planning focused on operational failures, workplace incidents, cyber attacks, industrial disputes, environmental events and reputational challenges. These risks remain. But a new generation of issues is emerging, powered by artificial intelligence (AI), and many organisations are unprepared.
AI has introduced entirely new risks to reputation and stakeholder trust that did not exist only a few years ago.
CEOs and executives can be convincingly deepfaked. Fraudsters can use synthetic voice technology to impersonate leaders and authorise transactions. Employees can unknowingly share sensitive information with public AI platforms. Businesses can publish AI-generated content containing inaccuracies, copyright breaches or material that is not their own. Cybercriminals are increasingly using AI to make phishing attacks more personalised, scalable and difficult to detect.
There are also less obvious risks. AI systems can perpetuate bias and discrimination, generate information, undermine regulatory compliance, or damage brand credibility when stakeholders discover content presented as human-created was largely machine-generated. And, as AI search becomes more prominent, organisations must think beyond SEO (Search Engine Optimisation) to GEO (Generative Engine Optimisation), ensuring they are discoverable, accurate and trusted when AI platforms answer questions about their brand.
At Rowland, we manage issues and crises for our clients on a daily basis, and we’ve seen a significant shift in the types of issues organisations are facing. Increasingly, we find ourselves helping organisations prepare for risks that were barely on the radar just a few years ago.
Additionally, recent Rowland discussions on AI governance have highlighted the importance of human oversight, risk management and clear policies around AI use.
The challenge is not just responding when these issues occur, but anticipating them before they do. As technology evolves, so too must the way organisations identify, assess and prepare for risk.
If your organisation isn’t sure what AI-related risks it may be exposed to, now is the time to find out.
Rowland can help you identify emerging vulnerabilities through a tailored issues and crisis risk assessment, evaluate your preparedness, and develop a fit-for-purpose response plan. Whether you’re starting from scratch or reviewing an existing plan, we’ll help ensure you’re prepared not only for the traditional and known risks, but also the emerging and unforeseen challenges that come with operating in the AI era.
Because when a crisis hits, preparation is everything.
Rowland’s issues and crisis capabilities
We know issues and crises can strike at any time of the day or night, and we know exactly what to do when they occur.
We have worked on some of Australia’s most difficult and high-profile issues, providing sensitive but forthright advice during workplace fatalities and injuries, cyber crises, employee misconduct, sexual misconduct matters, environmental incidents, product tampering and recalls, industrial action, plant closures and financial challenges.
Rowland’s crisis preparedness approach is built on helping organisations strengthen readiness, clarify governance and respond confidently when issues emerge.
If you don’t have a crisis and issues management plan, now is the time to develop one. And if you do have one, but it doesn’t address AI-related risks, it’s time for a refresh. Rowland can help identify vulnerabilities, review existing plans, test scenarios and prepare your organisation for the issues and crises of tomorrow.
And when an issue or crisis does occur, Rowland is available 24/7. Our team is on call around the clock, providing timely advice and hands-on support whenever your organisation needs it most.