AI and the Erosion of Trust: How Generative Engines Are Rewriting the Rules of Media and Reputation
LONDON, Sept. 22, 2026 (GLOBE NEWSWIRE) — The relationship between journalism, technology, and public perception has entered a volatile new phase. As artificial intelligence increasingly mediates the flow of information, the traditional gatekeeping role of the press is being supplanted by algorithmic curation, generating a profound crisis of trust that directly threatens corporate reputations. In response to this shifting landscape, Notified, Equiniti’s market engagement business, has partnered with PRmoment to host a critical live webinar today, titled “GEO, Misinformation and the News: The Impact of AI on Trust of the Media.” The session, scheduled for 4:00 p.m. BST, is designed to equip communications professionals with the tools necessary to navigate a digital ecosystem where Generative Engine Optimization (GEO) is becoming as crucial as legacy media relations, and where the line between fact and algorithmic hallucination is increasingly blurred.
The urgency of this discussion stems from a fundamental alteration in how content is consumed. The modern news consumer no longer relies solely on a newspaper’s front page or a broadcaster’s evening bulletin; instead, they pose questions to AI chatbots and scroll through algorithmically curated social feeds. This shift means that a brand’s narrative is no longer exclusively controlled by what a journalist reports, but is increasingly shaped by what an AI engine surfaces in response to a user query. For communications teams, this creates a new kind of risk matrix where a single piece of misinformation, once amplified by AI aggregation, can metastasize into a full-blown reputational crisis before a press release or a fact-checking rebuttal can even be drafted. The webinar aims to dissect this phenomenon, offering a comprehensive analysis of how generative AI is rewriting the journey from information creation to audience consumption.
The core of the discussion focuses on the mechanics of misinformation propagation across converging channels. AI systems, search engines, and social media platforms now operate in a symbiotic loop, where content generated in one space is ingested and re-surfaced in another. This interconnectedness accelerates the spread of false narratives, making them harder to identify and even harder to correct. The webinar’s agenda is tailored to address these specific pain points, promising attendees actionable intelligence on how misinformation spreads across these integrated channels and what that means for brand equity. Crucially, the conversation will pivot from merely identifying the problem to formulating a defense, highlighting how consistent, authoritative press releases and verified content can serve as a bulwark against the tide of AI-generated noise, thereby helping organizations build a reservoir of trust that can withstand algorithmic distortion.
Leading the discussion is a panel of distinguished experts who bring a wealth of experience from the intersection of communications, data science, and corporate strategy. Jamie Brader, Commercial Director at Notified, brings a practitioner’s perspective on how leading brands are strengthening their visibility in an AI-dominated landscape. His focus is on how data and multimedia are reshaping the news and PR landscape, and how trusted content can maintain its authority in AI-powered search results. Joining him is Louise Jenkins, Head of Edelman Intelligence for EMEA, who leads a team of over 90 consultants across seven markets. With her deep experience in research and analytics at firms like Truth Consulting and Incite, Jenkins offers a data-driven view on how organisations can use insights to pivot their communications strategies in response to shifting consumer trust signals.
Perhaps the most anticipated voice on the panel is Aaron Kwittken, Partner and Global Head of AI and Innovation at FGS Global, who has been at the forefront of integrating artificial intelligence into public relations. With over three decades of experience advising Fortune 100 companies and high-growth brands, Kwittken is uniquely positioned to discuss the strategic implications of AI on communications. As the founder of PRophet, an AI-powered communications technology company, and KWT Global, he brings an entrepreneurial and technologist’s lens to the conversation. His segment of the webinar is expected to delve into the hidden reputational risks embedded in AI-generated answers, offering a forward-looking view on how communications strategies must adapt as content journeys evolve from linear narrative flows to dynamic, query-based retrieval systems.
The significance of this webinar extends beyond the immediate tactical advice offered to PR professionals; it signals a broader existential challenge for the media industry as a whole. The ability to identify subtle inaccuracies and biases in AI outputs is now a critical skill for protecting corporate reputation. The panelists are expected to stress that the future belongs to organizations that can adapt to this new reality, shifting from a reactive stance of crisis management to a proactive strategy of AI-auditing and content optimization. The “how” of this adaptation is central to the webinars’ promise, equipping attendees with the ability to spot hidden risks in AI answers, understand the nuances of GEO, and ensure that their communications strategy builds a durable asset of trust in a marketplace increasingly defined by uncertainty.
In conclusion, this webinar represents more than just a professional development opportunity; it is a call to arms for the communications industry to reclaim the narrative from unregulated algorithms. By bringing together the insights of AI pioneers, data strategists, and distribution experts, Notified and PRmoment are providing a platform for the industry to solidify its response to the challenges of misinformation. As the digital landscape becomes more fragmented and the tools of information creation become increasingly automated, the principles of authoritative content and verified sourcing become the ultimate currency. For those in the field of public relations and investor relations, the insights shared today will likely define the standard for maintaining media trust and safeguarding brand reputation in the years to come. Notified, with its integrated platforms Content OS™ and IR Hub™, continues to position itself as a critical ally for the S&P 500 and other organizations navigating this new era, ensuring that their earned attention translates into measurable results despite the disruptive influence of generative AI.
