I’m bullish on AI—its potential to revolutionize the way we prepare for and respond to crises is unmatched. But alongside my optimism, there’s a deep concern. AI-generated misinformation, disinformation, and malinformation (MDM) represent a growing and formidable threat to leaders, organizations, and the public.

This isn’t just about fake news; it’s about something far more insidious. AI-driven MDM has the power to erode trust, complicate decision-making, and sow chaos, particularly during crises when clarity and credibility are needed most. It spreads faster, reaches farther, and adapts quicker than traditional methods can counteract. As we saw during Hurricane Helene, even our best practices—like crafting a well-thought-out memo—can fall woefully short against a tidal wave of AI-amplified misinformation.

Why MDM Must Be a Focus in Preparedness

MDM isn’t a side problem; it’s central to modern crisis preparedness. Trusted voices and credible sources remain critical, but they’re no longer enough on their own. Leaders and teams need to proactively address this challenge by building “muscle memory” for managing misinformation during high-pressure scenarios.

Here’s how we can start:

• Integrate MDM into Every Disaster Simulation and Exercise: Leaders need practice in identifying, addressing, and mitigating false narratives under realistic conditions. This can’t be an afterthought—it must be a core component of preparedness efforts.

• Adopt a Zero-Trust Information Approach: Assume all information is suspect until verified. This “zero-trust” mindset is crucial for combating rapidly spreading falsehoods.

• Question the Source and Motive: When encountering potentially false narratives, ask yourself: Who benefits? Who profits? What are the underlying motives?

Collaborating to Combat MDM

I recently joined Eric McNulty and Harvard’s National Preparedness Leadership Initiative (NPLI) LeaderReadyCast to explore these challenges with crisis communication expert Philippe Borremans. Together, we discussed practical strategies for tackling AI-fueled MDM and preparing leaders to stay ahead of this evolving threat.

We covered:

• The critical need for adversarial AI exercises in preparedness.

• Strategies for building resilience against AI-driven false narratives.

• Tools and approaches to foster trust and accuracy during crises.

How Are You Preparing for This Challenge?

AI-powered MDM isn’t a distant threat—it’s here now. Leaders must prioritize this issue and equip their teams to handle it effectively. Imagine a virtual exercise designed to confront adversarial AI and MDM scenarios, giving your team the tools to recognize and respond to false information under pressure. Would this help you feel more prepared?

Let’s start the conversation. How are you and your teams addressing AI-driven misinformation? Share your thoughts, and let’s tackle this challenge together.

Check out my conversation on LeaderReadyCast here and stay tuned for more insights on this critical topic.