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When AI gets it wrong: why understanding LLMS is key to minimising damage

July 2023 
By Tom Whitley
We take a look at how LLMs work, why they sometimes get it wrong, and how reputational risk and damage can be limited.

How does a negative ESG footprint impact luxury brands?

May 2023 
By Tom Head
For luxury brands, it is imperative that high standards are upheld across the board. No company can trade in high-end goods if their reputation doesn’t stand up to scrutiny. With customers placing more importance than ever on environmental and social issues, if a brand finds itself caught up in controversy surrounding its ESG credentials, even the…

A new moral code: Disinformation and the changing role of business in social, environmental and political issues

March 2023 
By Lucy Hughes
In today’s digital world, it has never been easier for corporate disinformation to spread like wildfire. When false or misleading information about a company is deliberately distributed to the masses online, the purpose is often to manipulate public perception, cause reputational damage, plummet share prices and trigger the economic decline of the…

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