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  "documentTitle": "ipsos reputation council report 2024",
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      "text": "Since 2020 the perceived risk of fake news and disinformation has increased among Council members: three-quarters now rate the threat as material, up from 3 in 5 in 2020.",
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      "text": "Fake news and disinformation pose a material threat to our business",
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      "text": "Since 2020 the perceived risk of fake news and disinformation has increased among Council members: three-quarters now rate the threat as material, up from 3 in 5 in 2020. Council members are carefully watching the rise of AI – they know it can be a powerful threat in the hands of bad actors, but will it also provide businesses with the tools to protect themselves against disinformation?",
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      "text": "I think you could see reputational crises happen very, very fast based on fake AI generated activity and we just don't know, we won't know what we are dealing with.",
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      "text": "Society in general must be prepared to face fake news, disinformation campaigns and proliferation of myths associated with any topic. These are risks inherent to the development of artificial intelligence.",
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      "text": "We need to be better at identifying the risks quicker. Secondly creating greater awareness, knowledge and understanding, even within our own teams, to be able to identify and then have a process or protocol in place for corporate defence to quickly knock anything down that is not accurate, that is misinformation or disinformation.",
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