In this section, authors comment on economic and financial topics.

Crises are part of everyday life in the financial sector, and they are becoming increasingly common. Whether it's money laundering scandals, regulatory violations, unexpected IT failures, or cyberattacks, the trust of customers, investors, and regulatory authorities can be shaken within a matter of hours. 

For banks and asset managers, for whom credibility is their greatest asset, professional crisis communication is therefore vital.

«What used to be rumors on the financial market are now deepfakes on social media.»

But with the rise of artificial intelligence (AI), the rules of the game are changing. AI is not only a tool, but also a risk: it can spread misinformation at the speed of light—and at the same time help to organize countermeasures more efficiently and precisely.

New Threats From AI

What used to be rumors on the financial market are now deepfakes on social media. A manipulated video of a CEO allegedly announcing resignations or billions in losses can move entire markets in seconds. Fake documents—such as those related to financial statements or ESG ratings—are also easier to produce with generative AI.

Added to this are internal sources of risk: automated chatbots that give contradictory answers in crisis situations, or poorly secured systems that become targets for AI-supported hacker attacks.

Opportunities For Communications Teams

As threatening as this may sound, AI also opens up opportunities. Used correctly, it enables real-time crisis monitoring. Social media analysis with AI tools helps to detect and classify rumors at an early stage. Rapid validation of facts is essential, because in a public sphere flooded with fake news, transparency becomes the hardest currency.

«The speed at which AI generates misinformation requires a new attitude in companies.»

Nevertheless, one fact remains indisputable: credibility ultimately comes from people. Stakeholders want to know that someone with responsibility and empathy is controlling the messages. AI can only play a secondary role in this.

Practical Measures

• Clearly label official communication channels as “trusted sources.”
• Conduct regular crisis simulations, including scenarios involving deepfakes or waves of disinformation.
• Create and disclose clear rules for the use of AI in communication.
• Always have messages reviewed by experienced communication experts before finalizing them.

The Decisive Factor

The speed at which AI generates misinformation requires a new attitude in companies: don't wait and see, but act prepared. It's less a question of whether disinformation will occur, but when—and how quickly you can counter it. 

To protect your reputation, there is no way around a proactive, honest, and resilient communication strategy. AI can be a useful tool, but humans must have the final say—and they must be credible and able to keep their cool at the crucial moment.

Marionna Wegenstein is an independent communications advisor based in Zurich. Her company Wegenstein Communication mainly serves clients from the financial sector and family businesses. She is co-founder of the Family Governance Competence Center, a network of experts for all questions relating to family businesses, and she is a member of Women for the Board. She has more than 25 years of communications experience in the financial market and most recently was head of public relations and communications at the Swiss private bank Lombard Odier.

• Read all previous articles on finews.com