'AI is a reputation crisis waiting to happen' - PRWeek podcast

How can comms help curb the growing spread of AI-led disinformation? That's the topic of PRWeek UK's latest Beyond the Noise podcast.

PRWeek UK’s Beyond the Noise podcast, which is published on alternate weeks, looks at some of the biggest issues affecting comms and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.

Our guest this week is Kerry Sheehan, head of service development and innovation at the UK Civil Service, who is a senior figure working on the government’s AI policies.

Sheehan said communicators "should be in the boardrooms" to support their leadership teams in adopting AI. She urged the industry to go on an "AI education journey" - saying much of the sector is still "analogue" when it comes to new tech.

Sheehan also advised against waiting for regulations to be in place before taking action.

"A wait-and-watch game for me is not the right approach," she stated. "You need to start adopting some of these things now."

PRWeek UK’s Beyond the Noise podcast, which is published on alternate weeks, looks at some of the biggest issues affecting comms and PR. Download the podcast via Apple, Spotify, or listen in the browser above or on your favourite platform.

Also joining this week are regular host Frankie Oliver and PRWeek UK editor John Harrington.

The issue of AI disinformation has come into prominence during the tragic events in Israel and Gaza, where a spread of disinformation, much of it enabled by the technology, has often made it difficult to distinguish the truth from fake news.

Meanwhile, this week the UK Government is hosting the AI Safety Summit at Bletchley Park, which aims to build a shared global understanding of the risks posed by AI.

Speaking at PRWeek's PR360 event in May, Sheehan, who has a background in comms, warned that the PR industry may be “sleepwalking” into AI and that it should become a leader rather than a follower.

In today's podcast, she discusses how disinformation has surged in recent times, especially in relation to the Israel/Gaza conflict but in other walks of life too.

Sheehan offers advice for comms professionals about keeping on top of AI, and discusses regulations that may be introduced in the future.

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