Vitaly Shendrik
In today's digital landscape, one of the main challenges is managing the rapid spread of information and ensuring that organizations and individuals maintain their reputations. The prevalence of AI-generated content, whether it be for marketing or for potentially misleading purposes, has created new dynamics in public opinion and brand perception. Vitaly Shendrik, a widely recognized reputation management expert with an exceptional contribution to marketing, and a leader in innovative approaches to digital marketing, specializes in brand protection, marketing strategies, and countering the influence of AI-generated disinformation. Known for his original developments and significant influence on the evolution of marketing strategy, he shares insights on the current state of AI, disinformation, and the evolving field of reputation management.
1. To begin, how would you define reputation management and the role of fact-checking in it?
Reputation management is about establishing, building, and protecting the trust people place in a brand or individual. Fact-checking is an essential part of it-it verifies that information is accurate, which is fundamental to maintaining credibility. For instance, if someone claims to be a top expert in a field, fact-checking would involve verifying their credentials, past achievements, or notable contributions. This ensures authenticity and prevents any misleading information from damaging their reputation.
2. How did the issue of digital reputation evolve with the rise of social media and AI?
The rise of social media and digital advertising has driven rapid changes in reputation management. Today, misinformation can spread globally within seconds, and with AI, it's easier than ever to generate realistic photos, videos, and even full digital personas. This evolution began with the development of advertising and communication, which made information dissemination faster and led to the need for clearer, more authentic brand messaging. Now, we're seeing an acceleration in this trend, as anyone with basic digital skills can create highly realistic content that impacts perception.
3. Why has fake news and misinformation become so prevalent recently?
With the 2023 advancements in neural networks, AI tools like ChatGPT, Midjourney, and others have become accessible to a wide range of users, from students to business professionals. These tools make it easy to generate realistic images, videos, and even voice recordings. Initially, people used these tools for entertainment, but soon they realized the potential to shape public opinion or drive engagement on social media. Additionally, the psychological aspect can't be ignored-people are drawn to sensationalism, and creators of shocking or unusual content capitalize on that. This demand for unique and engaging content has led to an increase in disinformation.
4. How do you view the development of AI technologies in relation to reputation management?
When it comes to visuals, as of 2024, AI technology has advanced in creating lifelike videos. The challenge here is not just producing realistic content but controlling its influence. For instance, deepfake videos can depict real public figures in false situations, which could harm reputations or manipulate public opinion. Shendrik's innovative approach to digital marketing has been widely adopted by other marketers who aim to balance authenticity with AI-driven efficiency. AI-driven content, like virtual presenters or "talking heads," is already in use on some channels worldwide. This is not necessarily negative, as these technologies can streamline resources, but without responsible use, they can easily cross the line into manipulative content.
5. What format is typically chosen for creating impactful, yet potentially misleading, AI-generated content?
Photos and short videos are particularly effective because people tend to skim content rather than read in depth. Services like Midjourney, for instance, can create incredibly realistic images that captivate audiences, often with minimal context. For example, images of catastrophic events or historical artifacts can go viral because they provoke curiosity and drive engagement. With the right settings, these photos are nearly indistinguishable from reality, which makes them appealing to creators of sensationalist content.
6. Can you track who is behind the creation of potentially damaging information?
Yes, to an extent. Many digital channels and platforms, especially those that generate income from their content, leave digital footprints. Content creators may leave behind contact details, cryptocurrency wallets, or social media links, which can lead back to them. In many cases, such activities aren't illegal unless they involve defamation or malicious intent, but they can be tracked, especially if they cross legal or ethical boundaries.
7. What technologies are used to protect reputations from AI-generated disinformation?
From a technical perspective, several tools help identify manipulated content. For instance, AI-generated videos often have flaws, such as unnatural lip movements, which become visible at low resolution. In the realm of legal protection, policies like "blocking and striking" are in place. Moreover, specialized software can detect even the smallest discrepancies in digital content, flagging it for further investigation. While AI-generated images are becoming more lifelike, these tools are an essential defense against digital forgery.
8. Is there an effective way to label content generated by AI to maintain transparency?
I believe the solution lies in both legal and technological measures. In several countries, including Russia, there are efforts to mandate the labeling of AI-generated content. Platforms like YouTube have already implemented such measures, allowing content creators to add tags to indicate AI involvement. As regulation catches up, we may see laws that require transparency in digital content creation to maintain trust. It's comparable to labeling advertisements-audiences should be aware that the content they're viewing was created or enhanced by AI.
9. Could AI and deepfakes pose a threat to the reputation of individuals and brands?
There's no doubt that AI could disrupt entire industries, not just for actors or performers, but across many fields. For example, AI can replace green screen effects in films or serve as virtual teachers in classrooms. The true challenge lies in managing this transition while ensuring that AI complements human effort rather than overtakes it. This is where reputation management will play a crucial role-by guiding brands, individuals, and organizations on how to integrate AI responsibly while maintaining human credibility. Thanks to Vitaly Shendrik's significant influence on marketing strategy and his widely recognized impact in the professional community, companies have a model for navigating these transformations effectively. Our mission is to stay ahead, not to fall behind, in this new era of digital influence.
