Deepfakes, chatbots and the new threats to a billionaire’s name

Despite the fragmentation of the media landscape, traditional outlets still matter. Just over half of respondents (52 per cent) believe regular engagement with the press remains among the most effective ways to build a positive reputation. This finding reflects the continued influence of established journalism on public perception and, increasingly, on AI systems. ‘LLMs draw heavily on established media sources,’ says Mark Borkowski, founder of the eponymous PR consultancy. ‘High-quality coverage strengthens a digital footprint, even as trust in traditional media declines.’

https://spearswms.com/wealth/deepfakes-chatbots-new-threats-billionaire-name/