Combatting AI Deepfakes: Strategies for Public Relations Professionals

In the ever-evolving landscape of public relations, professionals are constantly navigating new challenges brought forth by advancements in technology. One of the most pressing issues today is the rise of AI-generated misinformation, specifically deepfakes. The latest episode of the Public Relations Review Podcast, titled "Combatting AI Deepfakes: Strategies for Public Relations Professionals," delves into this critical topic with Rebecca Emery, APR, a leading expert in the field. This episode is a must-listen for PR professionals looking to arm themselves against digital deception and understand the dual nature of AI in modern communication.

Rebecca Emery begins by addressing the alarming scale of AI deepfakes and their potential global economic impact. With estimates suggesting that the cost of AI-generated misinformation could exceed $1 trillion, the urgency to develop robust detection and response strategies cannot be overstated. The episode highlights the ease with which bad actors can exploit AI technology due to its accessibility and low cost, leading to a proliferation of deepfakes. This underscores the necessity for PR professionals to stay vigilant and informed about these evolving threats.

One of the fascinating aspects discussed is the duality of AI applications. Rebecca uses the example of Ukraine's Ministry of Foreign Affairs, which created an AI avatar named Victoria Shi to disseminate verified information efficiently during wartime. This initiative demonstrates the positive potential of AI in communication, offering timely updates in multiple languages. However, it also illustrates the inherent risks, as the same technology can be manipulated to spread falsehoods. This duality is a recurring theme throughout the episode, emphasizing the need for a balanced approach to AI.

The podcast then transitions into practical steps for detecting and combating digital deception. Rebecca introduces tools such as Google Lens, Hive Moderation, and TinEye, which are invaluable for verifying the authenticity of images and videos. These tools enable communicators to investigate whether an image has been digitally altered and trace its origins. Additionally, Rebecca discusses the SIFT method—Stop, Investigate the source, Find better coverage, and Trace claims to their original context—which is widely used by journalists to verify information. This method is crucial for PR professionals to adopt, ensuring that they can respond to misinformation accurately and effectively.