Generative AI—tools like Dall-E 2, Midjourney, Stable Diffusion and ChatGPT—has garnered immense attention for its potential across business and creative functions alike.

However, it's crucial to recognize the potential seismic shift these tools may cause in the misinformation and disinformation space.

New dynamics created by generative AI are set to lower the barrier to entry for bad actors while simultaneously increasing the sophistication of their efforts, and could change the game for reputation management. These will require communications professionals to take a closer look at the impacts and solutions for heightened threats around disinformation.

Read the full op-ed, originally published on PRNEWS, here.

Dave Fleet is Head of Global Digital Crisis.