United Kingdom, Oct. 7 -- Misusing artificial intelligence has become the biggest reputational threat facing companies, according to a survey of more than 150 public affairs leaders across more than 20 countries.

The latest Reputation Risk Index, published by the Global Risk Advisory Council, found that AI-related concerns had overtaken risks including accusations of putting children at risk, privacy breaches and geopolitical instability.

The council has repeatedly identified AI misuse as a major concern since the index was launched in April 2025.

But its latest report goes further, urging businesses to take "immediate and decisive action" to limit potential damage to their brands.

Council chair Isabel Casillas Guzman said: "As AI is ...