What Would You Do? AI Deep Fake Begs Questions

By Jana McGuire, Senior Account Director

Are you prepared to navigate a crisis?

They can take unexpected twists and turns that are best navigated with comprehensive planning, sound strategy and engagement undergirded by the foundations of trust.  

A crisis simulation at the May Animal Agriculture Alliance Stakeholders Summit in Kansas City served as a good reminder.

The simulation was built around a viral AI-generated video that showed a ranch employee standing among cattle and making disturbing comments about animal care (the video was created by the firm moderating the exercise). What was particularly disturbing is that the video looked real. I thought I was good at spotting AI fakes. Not this one.       

Teams at each table were to respond as though they were leaders and staff from a mid-sized ranch facing a rapidly escalating public crisis as the video spread quickly. The first task was to draft an initial holding statement acknowledging the situation. As we discussed our response, the conversation initially turned to statements like, “We have seen the video and are investigating its origins. We will provide updates as we learn more.” 

Thanks to my 13-plus years at Look East, my approach was different: lead with values.

Regardless of whether the video is real or fake, the ranch must assure a scrutinizing public that animal well-being is its highest priority and that the issue is being taken very seriously. Look East’s trust model shows that communicating shared values is three-to-five times more important to earning trust than simply sharing facts.  

Then the scenario intensified.

“60 Minutes is calling. Now what?”

Some at the conference assumed the safest response would be avoidance. I disagreed.

Transparency is key. And the last thing you want is to hear Lesley Stahl say on air is, “XYZ Ranch refused our interview.” Trust erodes quickly when organizations appear defensive, inaccessible or unwilling to engage.

Serving in the role of CEO at our table, I told the group, “We’re going for it – and we’re inviting 60 Minutes to the ranch.” 

It’s one thing to talk about your values – it’s another to demonstrate them. Highlighting the people, the passion, the training, the practices and the high standards when it comes to how animals are treated shows your values in action. That’s how trust is built – and that’s how reputations are repaired when crisis strikes.

Managing crises is multifaceted. You must have a thorough crisis plan, values-based messages and expertly trained spokespeople who are confident in delivering those messages. This is even more important now. The internet and social media were game changers; AI is taking crises to a new level.

What encouraged me at this year’s summit was seeing how seriously many leaders are taking that challenge.

Food and agriculture are in a quickly evolving environment where preparedness can no longer be reactive. Organizations need clear values, credible voices and the confidence to engage directly when scrutiny comes.

At Look East, and through our work with The Center for Food Integrity (CFI), that philosophy continues to guide how we approach crisis preparedness, stakeholder communication and trust-building work across the food system.