Skip to content
    Quick Links
    Contact Us

    Technologies

    Warfighter Systems

    NanoPlex Capacitor Films

    18 Reputational Risks Of AI-Generated Content And How To Manage Them

    Picture of Shaun Walsh
    5
    min. read
    18 Reputational Risks Of AI-Generated Content And How To Manage Them

    forbes-council

    Read the full article here: https://www.forbes.com/councils/forbescommunicationscouncil/2025/10/08/18-reputational-risks-of-ai-generated-content-and-how-to-manage-them/

    AI-generated content can save time, increase efficiency and even enhance personalization. However, as AI continues to reshape the way companies communicate, leaders face the challenge of balancing innovation with trust and credibility.

    Misusing or overrelying on AI can lead to misinformation, diminished creativity and loss of the human touch, each posing significant reputational risks. Below, 18 Forbes Communications Council members share the potential pitfalls they see emerging with AI-generated communications and how to manage them responsibly.

    1. False Claims And Privacy Breaches

    The biggest risks are false or unsubstantiated claims, undisclosed synthetic content and privacy and consent breaches, amplified when a rogue human or agent can publish at scale. Manage it with provenance-by-default and identity-governed publishing. Keep a digital twin of who and what may publish, tie outputs to approved consent, require human review for regulated topics, and rehearse a fast revoke or rollback. - Hope Frank, Gathid | Gathered Identities

    2. Damaged Trust From Quantity Over Quality

    AI-generated content is already impacting companies that prioritize quantity over quality. As Warren Buffett once said, "It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently." This is a daily reminder to powerhouse teams who have worked tirelessly to build trust with your industry. Don't give in. It's not worth the cost. - Kelsey Brewer, McGuire Sponsel

    3. Misuse Of AI Tools Without Policies And Guardrails

    Creating trust in your customers or readers is of prime importance, and misuse of AI tools can severely damage this trust. In order to manage this, AI needs to be introduced properly with training, policies, approved tools, guardrails and resources for questions or issue reporting. AI can be a major asset if used strategically, but it can be a huge liability if ignored or rolled out organically. - Tom Treanor, Oculus Strategies

    4. Skewed Reviews From Biased AI SEO Results

    AI-driven SEO shifts traffic from brand sites to user content. Many AI models pull from Reddit, making reviews skew extreme and creating selection bias. Brands can fight back by driving authentic reviews, monitoring sentiment and filling gaps with targeted content. - Ken Louie, MetroPlusHealth

     

    5. Brand Dilution And Chatbot Fatigue

    Overreliance on AI can dilute the essence and uniqueness of your brand and compromise the level of personal care that customers expect (chatbot fatigue). As a result, this can adversely affect key attributes of your reputation, including trustworthiness, reliability, competence and, in some cases, also ethical behavior. - Natalia Kowalczyk, Doctrine I

    6. Difficulty Discerning What's Authentic

    One major risk is loss of trust if audiences can’t tell what’s authentic. Companies should set clear disclosure and quality standards for AI-generated content so people know when AI is used and can trust that it’s accurate, ethical and aligned with the brand’s voice. - Luciana Cemerka, TP

    7. Dehumanized Messaging

    AI risk is best managed with humans in the loop and an AI-first strategy. AI can’t be left to its own devices or as an add-on. In healthcare, people, context and care are essential to shape inputs and outputs. Done right, AI extends empathy and compassion, amplifies human insight and strengthens trust in the message and communication from brands. - Alyssa Kopelman, Otsuka Precision Health

    8. Use Of AI-Generated Video Clips Without Context Verification

    Imagine an AI-generated video clip of your CEO that sounds and looks just like them. What you know, however, is what they actually said, where it was said and in what context. Tracking reputational risk will mean we start searching for different metrics (location of a clip, context of a clip) that let us know if we are being impacted by a bad actor. - Bob Pearson, The Next Practices Group

    9. Inaccurate Or Lost Information

    Reputation risk from AI isn't just what it gets wrong or hallucinates—it's what it forgets and erases. In a recent use case, we asked AI to synthesize thousands of governance pages and found it missed critical content and activities due to its surprisingly limited working memory and over-summarization. We must audit for both accuracy and integrity. What gets lost increases risk and damages trust. - Toby Wong, Toby Wong Consulting

    10. Flat Or Robotic Communication Tone

    AI can erode emotional resonance if communications sound flat or mechanical. The risk is losing the human touch that audiences connect with. To manage it, pair AI with brand voice guides and train teams to edit for empathy. Ensuring content feels warm, not robotic, helps preserve authenticity and trust. - Katie Jewett, UPRAISE Marketing + Public Relations

    11. Manipulated Content With No Proof Of Origin

    Owning and proving your “source of truth” is critical to protect your brand. In many ways, marketing has to function like a government treasury. It’s far too easy for AI to manipulate your work. Brands must create and regularly update digital watermarks and certificates of authenticity, maintain a deliberate tone, and provide proof of origin to preserve credibility as AI-generated content spreads. - Shaun Walsh, Peak Nano

    12. Over- Or Under-Reliance On AI

    The biggest reputational risks are on the extreme ends of the AI spectrum: fully using AI-generated communications (without a human in the loop) or not embracing AI for communications at all. The best way to manage risk and leverage opportunities is to find the right balance for your brand. A "goldilocks" use of AI that's just right should both enhance productivity and protect your brand. - Melanie Draheim, Fox Communities Credit Union

    13. Reliance On AI Over Human Input

    While AI is becoming increasingly easier to use and more robust, no one should rely on AI to do anything fully. Use it to enhance and not replace. If you are using AI for tasks like assisting with finding a reporter or an outlet, always check the work. The same principles apply when you are drafting both client and internal materials. Don't take for granted what the search spits out. Always check the output! - Andrew Frank, KARV

    14. Deepfakes And Hallucinations

    The two main risks from AI-generated communications are deepfakes and AI hallucinations, both of which can hamper reputation. Manage them with a proactive crisis management playbook, keeping the tech nuances in check and brand voice unique while riding high on the AI-led communications and creativity it comes with. - Namita Tiwari, Persistent

    15. Content Overload

    Reputational risk isn’t just about accuracy; it’s about overload. When AI makes it easier to generate more content, leaders risk flooding employees and customers with noise. That erodes trust and weakens impact. The safeguard is discipline: Protect cadence, prioritize what matters and create space for messages to land. AI can accelerate communication, but only humans can protect attention. - Sarah Chambers, SC Strategic Communications

    16. Perceived Laziness And Anti-Human Appearance

    The use of AI continues to be controversial. For some people, it evokes a feeling of laziness and being anti-human, affecting your brand. However, AI-generated communications can save time, allowing you to get campaigns to market faster. Keep a strong watch over AI, treating it like an intern. Be specific and careful with prompts and review all output with a critical eye before launch. - Ellen Sluder

    17. Unchecked AI Content

    No matter whether it's AI-generated or not, every piece of content reflects your brand. That's why AI-generated content should always be reviewed and approved by a human before it's published. One way is to build a workflow where AI assists with outlines, first drafts, research and reviews, but make sure that there are human checkpoints along the way, especially at the final publishing stage. - Rekha Thomas, Path Forward Marketing

    18. Homogenized Language And Lost Human Nuance

    As AI-generated communication becomes ubiquitous, long-term risks include algorithmic homogenization of language, loss of human nuance and declining public trust in authentic messaging. To mitigate this, companies should consider hiring dedicated AI governance leads to develop frameworks that ensure traceability, editorial accountability and ethical oversight. - Christina Mendel, ChristinaMendel.com

    Read the full article here: https://www.forbes.com/councils/forbescommunicationscouncil/2025/10/08/18-reputational-risks-of-ai-generated-content-and-how-to-manage-them/

    Shaun Walsh

    Shaun Walsh, AKA “The Marketing Buddha,” is a long-time student and practitioner of marketing, seeking a balance between storytelling, technology, and market/audience development. He has held various executive and senior management positions in marketing, sales, engineering, alliances, and corporate development at Cylance (now BlackBerry), Security Scorecard, Emulex (now Broadcom), and NetApp. He has helped develop numerous start-ups that have achieved successful exits, including IPOs (Overland Data, JNI) and M&A deals with (Emuelx, Cylance, and Igneous). Mr. Walsh is an active industry speaker (RSA, BlackHat, InfoSec, SNIA, FS-ISAC), media/podcasts contributor (Wall Street Journal, Forbes, CRN, MSSP World), and founding editor of The Cyber Report. I love lifting heavy things for CrossFit and strongman competitions, waiting for Comic Con, trying to design the perfect omelet, or rolling on the mat. Mr. Walsh holds a BS in Management from Pepperdine University.