# AI misuse tops reputational risks for brands, survey finds

Digest AI · Society & Work · published 2026-10-06T11:00:35Z

Canonical: https://digestai.news/story/ai-misuse-tops-reputational-risks-for-brands-survey-finds

## Summary

A new survey of over 150 public affairs leaders by the Global Risk Advisory Council shows AI misuse is the top reputational threat for companies. The findings, released in the October 2026 Reputation Risk Index, highlight growing public distrust in AI, despite its perceived benefits for productivity and efficiency. The council warns businesses to act quickly to prevent long-term brand damage, citing risks like safety concerns, data breaches, fraud, and lawsuits tied to AI-related harm.

The survey also ranks child safety risks, privacy violations, unethical behavior for profit, and poor strategic decisions among top concerns. Earlier editions had prioritized geopolitical risks like the US-Israel war in Iran, but those concerns have since declined. The council includes former heads of state and senior executives from 20+ countries in its research.

## Key points

- AI misuse ranked highest in reputational risks for brands, per a survey of 150+ public affairs leaders
- Global Risk Advisory Council urges immediate action to mitigate AI-related brand damage and public distrust
- Child safety risks, privacy violations, and unethical behavior round out top five reputational threats

## Why it matters

Companies must prioritize AI governance to avoid reputational damage as public trust erodes and legal risks grow.

## Sources

1. [Misuse of AI is brands’ top reputational threat, new survey says](https://theguardian.com/technology/2026/oct/06/ai-misuse-brand-reputation) (The Guardian AI, 2026-10-06)

## Cite

Digest AI, "AI misuse tops reputational risks for brands, survey finds", 6 October 2026, https://digestai.news/story/ai-misuse-tops-reputational-risks-for-brands-survey-finds

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