Defending Truth in the Age of AI: Tough time ahead for PR

As artificial intelligence rapidly transforms the digital landscape, the role of public relations has shifted from managing perception to defending reality. With the rise of deepfakes and AI-generated misinformation, PR professionals can no longer rely on traditional playbooks. The new mission is to combat fast-spreading, dangerously convincing falsehoods and uphold a brand's credibility.

This challenge is particularly acute in countries like India, with its vast digital population and high smartphone usage. With major elections on the horizon, AI-driven misinformation, such as synthetic videos and audio, is already a significant threat. While government regulations like the EU's AI Act and India's DPDP Act are important, their slow pace means communicators must act now.

To combat this crisis, the PR industry must adopt a proactive, verification-first approach. This involves integrating fact-checking into every piece of content and disclosing AI involvement to build trust through transparency. PR teams should also conduct misinformation drills to practice their response to deepfakes and viral falsehoods. Additionally, forming alliances with journalists, fact-checkers, and watchdogs is crucial to amplifying real information in an algorithm-driven world.

Ultimately, the goal is not to produce more content, but to provide clarity and accountability. In an era where AI can fabricate reality, a commitment to accuracy, honesty, and verification is the most powerful strategic asset a brand can have. For PR professionals, this is a leadership moment, a chance to combine strategic thinking with unwavering ethics to help society distinguish what's real.