The misuse of artificial intelligence (AI) has emerged as the top threat to companies’ reputations, surpassing concerns related to child safety and issues stemming from the US-Israel war on Iran. This finding comes from a new survey conducted by the Global Risk Advisory Council, which included insights from over 150 public affairs leaders.

Key Findings

  • The Reputation Risk Index, released on Tuesday, highlights that AI misuse is a significant concern, especially as tech leaders warn of potential existential threats, including nuclear war and bioweaponry destruction.
  • The council emphasized the need for businesses to take immediate action to mitigate long-term brand damage associated with AI, which is seen as a growing danger to public confidence.
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"As AI is rapidly deployed for productivity gains, we have also seen diminishing public trust in the technology," said Isabel Casillas Guzman, chair of the council. "It is essential for companies to deploy preventive tactics now."

Context

The Global Situation Room, the firm behind the Reputation Risk Index, noted that while AI misuse has been a concern since the first survey in April 2025, the latest edition includes a strong advisory for business leaders. The survey participants, including former heads of state and senior executives from over 20 countries, recognized AI's potential for creating organizational efficiency but also highlighted its associated risks, such as: