Theme overview: In a complex information ecosystem rife with mis- and disinformation, companies and brands are more vulnerable than ever to weaponized narratives. And while the promise of generative AI’s ability to simplify and complement content development is endless, there is an equal amount of uncertainty around how it can be used by bad actors to attack brands, organizations and people; destabilize reputations; and wreak havoc. Cognitive AI can play a vital role in helping to proactively identify, prioritize and respond to information threats to protect and promote reputation. In this session, Chad Latz, Chief Innovation Officer of BCW; Zachary Schwitzky, CEO and Co-Founder, Limbik; will discuss how cognitive AI’s ability to simulate human thought and predict what people will find believable can help to pre-bunk and debunk harmful narratives.