The dark side of generative AI: How using AI in marketing, advertising and communications can expose confidential organisational information

Correct use of sensitive and confidential information requires guarding of valuable intellectual property. These challenges are further exacerbated in the age of generative AI. Generative AI tools open new possibilities for corporate content makers, but they also give risk to a whole new set of security risks.

Marketers, advertising professionals, communications and content experts are in the business of creating content and showcasing stories that highlight the strengths of the organisations they represent. That means they are often privy to highly confidential organisational insights and information that gives them knowledge much broader and deeper than their colleagues and in advance of most of the rest of the organisation and the market.

Many are currently jumping with joy thinking generative AI is the answer to their prayers to write media releases, social posts and campaign materials at lightning speed without the need to engage outside consultants. Others in the organisation may also use generative AI to write business emails, summarise long reports or create business plans. Generative AI promises instant gratification with seemingly decent results.

But generative AI tools require information. The information provided in a question or prompt to a generative AI tool may result in the sharing of confidential or sensitive organisational information. This introduces new risks for organisations of any size, including private companies, government departments and agencies, and not-for-profits.