Survey: Musk, AI Misuse Top Risks to Brand Reputation

A new Reputation Risk Index, based on a survey of over 100 international public affairs leaders, identifies the misuse of artificial intelligence and association with Elon Musk as the top reputational threats facing brands today. Nearly 30% of respondents indicated that aligning with Musk, or being targeted by him, brings a high risk of negative attention, due to his controversial and polarizing presence in the media. The risk is heightened in the context of Musk's ties to the Trump administration and his prominent role in companies like Tesla and SpaceX. Misuse of AI, including the creation of deepfakes, misinformation, and biased or unethical applications, is viewed as an even greater threat, reflecting broader public backlash when companies employ AI irresponsibly. The report warns CEOs that losing stakeholder and consumer trust on these issues may result in lasting reputational damage, urging them to distinguish between short-term trends and major shifts in public expectations. Companies are advised to implement careful, standardized policies for AI use and to be cautious in their public associations to safeguard their brand reputation.