How To Manage Your Online Reputation In An AI Era

The Changing Landscape of Reputation Management

Once upon a time, managing your meant ensuring your profile picture on Facebook wasn’t too unprofessional, your website was secure and Google actually identified you as a real person. Fast forward a decade and there’s now a much bigger threat at stake - AI. The rise of AI-powered tools - including ChatGPT - is changing how people discover brands, businesses and individuals, albeit it’s proving hugely risky with potential to be weaponised, spreading false information like never before.

The Perils of AI in Spreading Misinformation

‘There is huge scope for reputational harm’, tells . ‘AI-generated content can be particularly pernicious because false information can be seamlessly intertwined with true information. This indistinguishability gives misinformation credibility.’ Wilson adds: ‘AI-generated text content, produced in response to queries raised with a bot for due diligence or other research, is likely to be relied upon and trusted. Entirely fictional yet highly realistic photos or videos risk going viral – particularly if what they depict is scandalous or eye-catching. Seeing is believing.’

The Threat of AI in Reputation Management

Managing one’s reputation is increasingly challenging, says . ‘AI can generate fake reviews, misleading articles, deepfake videos, and social media posts that spread false narratives at scale. Automated bots amplify negative content, meaning it can go viral before the target even realises it. AI-powered search algorithms can also surface damaging or outdated information while suppressing corrections. Since online platforms rely on automated moderation, harmful content often remains unchecked or is slow to be removed. With minimal effort and technical skill, bad actors can tarnish reputations, making AI-driven attacks a serious and growing threat,’ Maltin adds.

Risks and Mitigation

says this type of social engineering has become increasingly easy. ‘Bad actors understand how to manipulate search engine results and exploit algorithm bias to manipulate social media algorithms. Fake engagement with likes, shares and comments, can all go to make false content appear more credible.’ As well as enabling a false narrative, there’s also the risk of identity theft and fraud. reveals that AI-powered scams are allowing impersonation of high-profile figures and defrauding companies ‘Some attacks go beyond financial fraud, aiming to trigger sanctions by allowing competitors, disgruntled partners, or political adversaries to weaponise disinformation.’ Wilkins notes how this can be totally destructive.

Countering Threats and Protecting Reputation

‘The goal can be to trigger red flags that lead banks or financial institutions to freeze assets or deny services—often with little chance of reversal. Once a false narrative gains traction in a national newspaper, it can draw government scrutiny. To counter such threats, clients need a well-prepared crisis protocol to dismantle these campaigns effectively.’ For an individual wanting to minimise the threats of reputational damage by AI, preventative measures may be limited given the fact that one doesn’t necessarily know they are a victim until content has already gone public. ‘Where one is aware of false or private AI-generated information being circulated a prompt response might be required, for example seeking to ensure an image/video is tagged as AI generated, so it becomes common knowledge that the content is fake. Where dissemination is limited, seeking the takedown of offending material and placing legal pressure on intermediaries (e.g. social media platforms) may be an option,’ says Wilson.

Legal Implications and Remedies

Wilson adds: ‘Similarly, there is an unresolved legal question regarding the legal liability of AI chatbots that generate false information. The starting point is that the normal rules of defamation and privacy law should apply, and that those who make false or private information available can be held accountable in the courts. This allows victims to obtain vindication/set the record straight.’

Preventive Measures and Proactive Protection

Of course, there are things individuals can do to deter major threats. ‘One of the best ways to protect your reputation is to be proactive in promoting all the good things that you have achieved. Thought leadership campaigns, where you discuss your niche as an expert in your field, can ensure that negative results are pushed down your search engine results page,’ suggests Maltin. Maltin also points to the Right To Be Forgotten programme in the EU and UK, ‘whereby you can apply to have old and damaging content removed from your search results.’

The Role of Experts in Protecting Reputation

Miller urges ultra-high-net-worths to seek advice if they haven’t done so already. ‘Several factors determine how vulnerable a person is to an attack, including their digital footprint, privacy settings and general awareness of online threats. This threat isn’t going away and only shows the signs of becoming more challenging. People should take steps now to strengthen privacy settings and minimise personal data exposure, as well as educating themselves on AI developments and disinformation techniques.’ Getting help from experts who specialise in this space could be pivotal in preventing threats before they happen. ‘Vigilant monitoring is key, and having a dedicated team tracking even seemingly minor online mentions can help detect early signs of a disinformation campaign', says Wilkins.