The Oxford-GlobeScan ‘Global Corporate Affairs 2026 Survey’, which is set to be published in July, reveals that less than one in five (18 per cent) of teams are prepared to manage a deepfake or AI‑driven misinformation incident.
The findings were released this month in advance of the publication of the report by insights and advisory firm GlobeScan and the Corporate Affairs Academy, Saïd Business School, University of Oxford.
They also show that the vast majority of corporate affairs teams are not ready to deal with the problems, with 43 per cent “not very prepared” and 30 per cent only “somewhat prepared”, while 10 per cent are “not sure”.
The research draws on the views of almost 300 corporate affairs specialists who responded to the global survey conducted earlier this year.
The gap is growing
It shows a “widening gap between the growing prominence of AI-related risks and organisational readiness to manage them”, the report states.
Some 44 per cent of respondents cite the impact of AI and technology as one of the biggest risks facing global business over the next two years, a steep rise from 17 percent in 2025. “Yet confidence in managing one of the most immediate AI-driven threats, deepfakes, and AI-generated misinformation remains low,” it notes.
The research suggests that many organisations “have partial plans or early-stage capabilities rather than fully embedded and tested response mechanisms”.
It warns: “As AI accelerates the credibility, speed, and reach of false content, this gap represents a growing reputational risk”.
Regional differences
The report also reveals differences between regions. Europe has the highest proportion (46 per cent) of respondents who state they are “not very prepared” to deal with AI-misinformation and deepfakes, while North America has the lowest (37 per cent). Latin America comes out top in terms of the proportion of respondents stating that they are prepared for the challenge – at 26 per cent, whilst North America has the lowest proportion – with just 11 per cent.
Corporate affairs professionals in the ICT and media entertainment sector “are comparatively more confident, with around one-third saying their function is prepared, consistent with closer proximity to digital platforms and AI-related risks”.
In contrast, only eight per cent of those in consumer products and retail say they are ready to face the challenge. “This is a notable vulnerability for sectors that rely heavily on brand trust and rapid, high-visibility communications,” the report states.
“For Corporate Affairs leaders, the findings underline that AI‑driven misinformation has become a core reputational risk and one that is advancing faster than organisational readiness.”
It adds that closing the gap between being partially and fully prepared “requires moving from confidence to capability, with clear escalation protocols [and] defined decision rights”.
It also means having “tested response playbooks that extend beyond communications teams to legal, cybersecurity, and senior leadership”.
The report says: “Taken together, this elevates the management of AI‑driven misinformation into a foundational Corporate Affairs capability.”