Brands told to counter AI-fueled misinformation

PHILIPPINE COMPANIES must strengthen efforts to combat online misinformation and disinformation, as the rise of artificial intelligence (AI) makes it easier to spread false narratives that could damage brand reputation, erode public trust, and hinder business growth, according to consumer intelligence firm Meltwater.

- By Beatriz Marie D. Cruz

“The scale of media consumption in a country like the Philippines is much higher, so the spread of misinformation and disinformation is also at multiple levels of scale,” Ramnath Bojeesh, senior regional director for enterprise sales (SAPAC) at Meltwater, said in a virtual interview with BusinessWorld.

The rise of AI and large language models has made it easier to spread false narratives about a company, he said, noting their risks to brand reputation and public awareness.

“[If misinformation and disinformation are not addressed,] online users will naturally be split between whether the content they’re consuming is right or wrong,” Mr. Bojeesh said.

“This causes chaos, and would probably hamper the growth of a brand, a company, or the country as a whole.”

Even the country’s tycoons have been victims of AI-generated disinformation.