AI has changed the rules of reputation. Here’s what leaders must do now

Last week’s #CommsCon event presented by @Mumbrella gave me a rare chance to sit in the audience and soak up latest communication insights like a sponge.

As we ride the thunderously juddering ground of the “AI earthquake”, as one speaker put it, what are the big shifts every leader must come to terms with?

Here are my essential takeaways for any business or organisation looking to stay believable, dependable and reputable as we plunge into the uncertainties of the coming months.

1.     Your reputation casts a bigger shadow than your brand.

As former 60 Minutes and ABC journo Peter Wilkinson pointed out, when people think of Optus they remember the 000 failure. The company’s “yes” brand rarely springs to mind.

AI has super-charged the communication loop, requiring new levels of attention to reputation risk and immediate addressing of problems. 

2.      AI is the new “front page”.

People are already starting to rely on AI as a trusted adviser. We’re in the “answer economy” – it’s all about what shows up when someone asks AI a question about you or your brand.

Your mission: Ensure the information is correct, ideally coming straight from you as a source. Easier said than done. Communication professionals around the world are scrambling to meet this challenge.

3.     LLMs never forget

Back in the day, a media flare-up would be “tomorrow’s fish and chip wrapper” – attention would fade and a new crisis would soon take its place. Now, AI tools surface information you might prefer stayed buried.

As one speaker observed, “Every output becomes an AI input, forever more.”

As a leader, you must be proactive and consistent in your communication, across all the channels available to you. That reliable drumbeat of connection counts more than a splashy campaign or frantic response to a problem.

4.     Who we trust has shifted

Tom Robinson from Edelman revealed that in this year’s Trust Barometer, 95% of Australian respondents said recent events have changed who they trust. We’ve become insular – trusting our neighbours, coworkers and our own boss over traditional sources of power.

Leaders need to go for “relevance over reach” – prioritising face to face conversations with individuals and small groups ahead of missives from on high. 

If they’re going to trust you, people need to know you see them and get their world.

5.     The premium on judgement has never been higher

Understandably, this year’s conference had a big focus on AI – but one idea stood out.

AI will help us go further, achieve more with less and, in some cases, replace us. But experience, discernment and wisdom are required more than ever.

Higher levels of human thought and behaviour will help leaders and organisations truly capitalise on the explosion of synthetic media around us.

Thank you to Mumbrella and the sponsors for an outstanding CommsCon event.

What’s your biggest a-ha from this list?