In a new book from Gartner, entitled, "World Without Truth," authors and  distinguished VP analysts, Andrew Frank, Dave Aron and Richard Hunter, examine how the proliferation of AI-driven misinformation and synthetic media is reshaping the competitive landscape for brands. The authors highlight the urgent need for marketing leaders to anticipate emerging threats and adapt their strategies to safeguard organisational reputation and customer relationships.

“Marketers can no longer afford to treat disinformation as someone else’s problem,” said Frank. “The proliferation of automated bot networks means that even well-established brands can find themselves at the centre of a synthetic outrage storm overnight. Building resilience against these attacks is now essential to protecting both reputation and customer loyalty.”

The book explores the marketing consequences of a world where digital deception is rampant and offers actionable strategies for marketers to protect brand integrity and foster trust in an era of uncertainty for example:

• Content verification & certification: With deepfakes and synthetic media on the rise, marketers must implement verification standards such as Content Credentials to ensure authenticity across all brand touchpoints.

• Trustops & cross-functional collaboration: CMOs should leverage Trustops—a holistic, enterprise-wide approach to managing trust through operational policies, technology, and cross-functional teams. Marketing leaders are called to establish Trust Councils and drive transparency as truth becomes increasingly elusive.

• Narrative intelligence & media listening: Marketers need advanced narrative intelligence and proactive media listening to detect, debunk, and counter influence operations before they can erode brand equity.

• Behavioural science & nudges: By applying behavioural science, marketers can cultivate skepticism and critical thinking among consumers and employees, reducing susceptibility to false narratives.

“Disinformation is not just a technology or security issue—it is a marketing imperative,” Frank said. “As public trust in institutions and media declines, brands are increasingly vulnerable to targeted disinformation campaigns—including the rapid rise of bot-generated fake brand outrage, which can manufacture viral crises and erode consumer trust in a matter of hours. Gartner’s research shows that while most executives acknowledge the threat, few have made it a strategic priority.”

World Without Truth calls on CMOs and marketing teams to elevate disinformation defense to the boardroom, implement industry standards, and advocate for regulatory action.