Navigating Business Development And Misinformation In The AI Era

Carina Schuster, Award-Winning Tech Journalist & Business Developer W3rlds.

As we enter 2025, AI is undoubtedly the buzzword of the year. While AI is a fast-growing technology that I believe people can benefit from, it comes with a series of risks for businesses, threatening brand integrity and customer trust.

For example, technological advancements like AI can be used in fabricating campaigns affecting public opinion, financial markets and business reputation. Key insights presented in a recent World Economic Forum Report reveal that misinformation and disinformation are top societal concerns.

However, I think we can all agree that smart technology is becoming not just a luxury but a necessity. According to a McKinsey report, 72% of companies surveyed said they decided to integrate AI solutions into at least one function in their business, and this is predicted to grow in the near future. This means that more users will have to adjust to a new technological era, similar to how we had to adapt to a whole new world—the Internet—in the ’90s.

I believe that AI will empower humanity to navigate at a more rapid speed than ever before.

The AI Frontier In Business Growth

In business development, AI has become a double-edged sword. On one side, it offers more predictive data interpretation, personalized marketing services and real-time resources compared to traditional commercial development. However, it raises ethical questions related to data protection and biased algorithms, which is why over-reliance on the technology is not recommended.

One of the biggest advantages of these tools is the capability to scan millions of data points in seconds. For business development executives, this can automate and quicken the entire sales process, like simplifying business leads or examining research from multiple sources. Another prime use and benefit of AI technology in the sales cycle is the use of chatbots. Of course, this depends on the accuracy and quality of input data.

Key Concerns For Business Development Experts

In contrast, the same algorithms that elevate growth and velocity can also be weaponized, feeding organizations fabricated data and altering competitive analyses. For instance, AI-generated content can extrapolate and spread false information, like inflating or deflating stock prices, which can disrupt credibility.

Businesses must stay aware of global regulations when it comes to AI governance. There could be severe penalties when failing to detect and prevent inaccuracies.

Promoting A More Responsible Use Of AI

During an interview I conducted with a Microsoft expert in Switzerland, it was affirmed that AI will continue to be omnipresent and that people often use this technology without even realizing it.

Regardless of the hype, we need to promote rigorous, fair use of AI technology where authenticity and ethics stand out, supporting the implementation of advanced verification mechanisms.

Companies integrating AI in their workflows must set ethical guidelines for responsible AI usage in sales, marketing, finance, HR and strategic problem-solving, aligning with the company’s standards. Business leaders must also invest in AI-Specific Risk Assessments, which will support and upskill employees using smart tools to identify biased data or algorithmic vulnerabilities. Furthermore, brands should consider implementing content authenticators and watermarking standards to streamline the detection of fake news.

AI’s Role In Long-Term Market Differentiation

Besides content creation and research, AI-powered agents will undoubtedly be game changers due to their abilities to assess market conditions, identify revenue opportunities and even negotiate deals in real time.

It is predicted that by 2026, more than half of B2B sales enterprises will shift to more data-based decision making (compared to intuitive decision making) and focus on delivering AI-enabled solutions.

Strategies Used In Combating Misinformation

While we can agree that AI can help achieve great results, there’s one aspect that’s constantly overlooked: human fact-checking. To support this, consider collaboration efforts, spreading awareness about digital regulations and adopting AI fraud detection tools.

One thing I stand by when dealing with deep tech is advocating for digital learning. Educating users on how to navigate these technologies is crucial, demanding any initiative to reduce the spread of misinformation. Whether it’s crafting blog posts for your company backed by credible sources like Google Scholar or editing a Wikipedia page, these contributions aren’t limited to professional journalists. Considering the daily web traffic that can shape public perception, every online interaction has the potential to influence branding reputation and make a long-lasting impact.

I profoundly believe that technology won’t steal our jobs, but it can be our most powerful ally. If we embrace its potential and commit to upskilling the workforce, we can shape a future where innovation strengthens—not threatens—our roles in business development.

Forbes Business Development Council is an invitation-only community for sales and biz dev executives. Do I qualify?