Artem Lyashanov: Why businesses are starting to invest in narrative security
Context. Why this is becoming a topic
According to estimates given in industry materials, approximately 90% of online content this year is expected to be artificially generated. Artem Lyashanov notes that in such conditions, a threat to business can be not only an individual fake, but also a scaled, coordinated narrative: if previously information activity of this scale required hundreds of people and weeks of preparation, today this process is partially automated by AI agents.
According to him, the speed of distribution of such content can exceed the response rate of classic PR departments.
НаверхWhat does this mean for the market
Artem Lyashanov notes that the interest of investors in narrative analysis platforms illustrates the general direction in which data technologies are developing. For the public sector and financial structures, this is associated with the ability to distinguish between organic user dissatisfaction and coordinated activity.
He also notes that the direction of Narrative Intelligence, which was previously mainly used by state structures, is increasingly mentioned alongside classic PR and cybersecurity tools.
НаверхPractices that companies use in this direction
Among the elements that appear in the work of organizations with an information field around the brand:
- A separate function or responsible person who monitors not only brand mentions, but also the context of their appearance;
- Differentiating organic activity from coordinated campaigns by checking the source of activity;
- A pre-agreed protocol for responding to a surge in negative or manipulative activity;
- The use of specialized narrative analysis tools, particularly in industries with increased information risk.
None of these practices alone will eliminate risk entirely. Rather, it is a gradual change in approach, in which information field analysis becomes a regular process, like financial reporting or cybersecurity, rather than a one-time response to a crisis.
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