New Index: Majority of Public Affairs Leaders Believe Anti-Vaccine Policies Will Spread Globally in 2026
GENEVA – Ahead of the World Economic Forum gathering, the latest Reputation Risk Index® was released in Geneva, Switzerland, with the misuse of artificial intelligence (AI) identified as the top threat to brands in the last quarter. This is the second time it has come in as the number one risk in the last year, underlining what experts say is public concern around companies too rapidly adopting the technology, without proper vetting and consideration for some of the collateral consequences.
The report was released first by SEMAFOR and Isabel Guzman, Chair of the Global Risk Advisory Council; Elliot Dunster of the International Federation of Pharmaceutical Manufacturers & Associations (IFPMA); and Brett Bruen, CEO of Global Situation Room joined a briefing on how AI-driven misinformation, political interference in health policy, and intensifying regulatory scrutiny are converging to create unprecedented volatility for corporate brands—particularly in the health sector—heading into 2026.
"Artificial intelligence has emerged as the single greatest driver of reputational risk, reshaping how trust is built—or lost—across sectors. From deepfakes to health misinformation, Its rapid evolution is outpacing regulatory and institutional safeguards,” said Isabel Guzman, former Administrator of the U.S. Small Business Administration and Chair of the Global Risk Advisory Council, which contributes to the Index. "Leaders must proactively strengthen reputational risk management to better position their firms to navigate this volatile environment and build resilience.”
The Index revealed that the global health industry faced a markedly volatile fourth quarter. From AI-generated health misinformation, to politically-motivated attacks on vaccines and medicines, 71% of Council members said public trust in the pharmaceutical industry declined dramatically in 2025. This trend was amplified by geopolitical tensions surrounding China’s supply chain dominance in pharmaceutical ingredients, which further threatens stability in the industry. Looking ahead to 2026, 92% of members expect political attacks on medicine to escalate, while 78% believe anti-vaccine policies will spread internationally.
AI misuse jumped from unranked in the Q3 report to taking the top spot in Q4. Over the course of the past year, AI emerged as an accelerating force that magnifies all other reputational risks facing business leaders. Lacking clear oversight or a structured roadmap for regulation, companies have unchecked latitude to experiment freely with how to implement the technology, including where to replace human decision-making.
Reputational risk remained dynamic throughout 2025 with significant variance between quarters. 'Association with Elon Musk'—which led the Q1 Index—has diminished following the tech billionaire’s departure from government. By Q4, the focus shifted toward consumer protection; 'Data Privacy Violations' and 'Consumer Protection Violations' surged in the Index, fueled by a Parisian prosecutorial investigation into Apple's alleged user surveillance and Amazon's FTC trial regarding deceptive subscription practices. Meanwhile, a slew of companies, including Apple, Perplexity, and Anthropic, faced legal action for the collection of copyrighted material. Looking ahead, Council members anticipate that reputational risks will continue to escalate in 2026.
Past reports can be found at www.ReputationRisk.org.
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