Generative AI brings new brand risks. Are businesses prepared?

Generative AI is here and here to stay. Opportunities abound for adopters—but businesses need to consider the ways in which they are vulnerable to AI-driven risks, including risks to their brands. On today's episode of What's at Stake, Bryan DeAngelis, Andrea Christianson, Oliver Edelmann, and Blake McGill break down Penta's new framework to help companies assess the brand risks of AI. After describing some of the scenarios when a brand may be at risk from AI, Bryan, Andrea, Oliver, and Blake discuss how Penta is helping companies think through minimizing that risk.

The group discusses how companies convening the right group of experts, including staff from legal, HR, IT, communications, and other departments, is crucial to ensure that the company's brand is not negatively impacted by its use of, or policy on, AI technology. Companies must also audit their current and future use of AI to triage areas of potential internal, external, and personal risk. Despite the risks, the group explains that generative AI technology is here to stay, and companies must engage to minimize brand risks.

For more on how companies should think about the impact of AI on their brand, read our full AI brand risk framework.