Tim Maltin comments in Tatler on reputational threats posed by AI

Commenting in Tatler, our Managing Partner Tim Maltin discusses the increasing challenges of managing one’s reputation in the age of AI.

Tim highlighted that “AI can generate fake reviews, misleading articles, deepfake videos, and social media posts that spread false narratives at scale. Automated bots amplify negative content, meaning it can go viral before the target even realises it.”

“AI-powered search algorithms can also surface damaging or outdated information while suppressing corrections,” Tim continued. “Since online platforms rely on automated moderation, harmful content often remains unchecked or is slow to be removed. With minimal effort and technical skill, bad actors can tarnish reputations, making AI-driven attacks a serious and growing threat.”

Discussing what steps to take to protect reputation, Tim highlighted that one of the best ways “is to be proactive in promoting all the good things that you have achieved. Thought leadership campaigns, where you discuss your niche as an expert in your field, can ensure that negative results are pushed down your search engine results page.”

Tim also drew attention to the Right To Be Forgotten programme in the EU and UK, “whereby you can apply to have old and damaging content removed from your search results.”

Read Tim’s comments in Tatler, here.