By 2027, 50% of enterprises will be investing in disinformation security products or services and TrustOps strategies, up from less than 5% today, according to Gartner, Inc.

The proliferation of AI-driven misinformation and synthetic media is reshaping the competitive landscape for brands. This is explored in a new book by current and former Gartner analysts Andrew Frank, Dave Aron, and Richard Hunter, who highlight the urgent need for marketing leaders to anticipate emerging threats and adapt their strategies to safeguard organisational reputation and customer relationships.

“Marketers can no longer afford to treat disinformation as someone else’s problem,” said Frank.

“The proliferation of automated bot networks means that even well-established brands can find themselves at the centre of a synthetic outrage storm overnight. Building resilience against these attacks is now essential to protecting both reputation and customer loyalty.”

The book explores the marketing consequences of a world where digital deception is rampant and offers actionable strategies for marketers to protect brand integrity and foster trust in an era of uncertainty.

1. Content Verification & Certification: With deepfakes and synthetic media on the rise, marketers must implement verification standards such as Content Credentials to ensure authenticity across all brand touchpoints.
2. TrustOps & Cross-Functional Collaboration: CMOs should leverage TrustOps—a holistic, enterprise-wide approach to managing trust through operational policies, technology, and cross-functional teams. Marketing leaders are called to establish Trust Councils and drive transparency as truth becomes increasingly elusive.
3. Narrative Intelligence & Media Listening: Marketers need advanced narrative intelligence and proactive media listening to detect, debunk, and counter influence operations before they can erode brand equity.
4. Behavioral Science & Nudges: By applying behavioral science, marketers can cultivate skepticism and critical thinking among consumers and employees, reducing susceptibility to false narratives

Recommended reading

• Misinformation and Disinformation Top WEF Short Term Threat List, Again
• Is AI Supercharging Disinformation & Threatening Democracy?
• Ofcom: Four in Ten UK Adults Encounter Misinformation

“Disinformation is not just a technology or security issue—it is a marketing imperative,” Frank said.

“As public trust in institutions and media declines, brands are increasingly vulnerable to targeted disinformation campaigns—including the rapid rise of bot-generated fake brand outrage, which can manufacture viral crises and erode consumer trust in a matter of hours.

“Gartner’s research shows that while most executives acknowledge the threat, few have made it a strategic priority.”