Kristina Roberts
A recent survey of over 100 international public affairs leaders has found that companies risk serious damage to their reputations if they associate with billionaire Elon Musk or misuse artificial intelligence. The study, conducted by the Global Risk Advisory Council, warns businesses to be careful about aligning themselves with controversial figures or unethical AI practices.
The survey was led by Isabel Guzman, who previously served as the head of the US Small Business Administration under President Joe Biden. The findings highlight key risks that could harm a company’s public image. Brett Bruen from the Global Situation Room, the firm that organized the survey, stated, “If you squander stakeholder and consumer goodwill on these issues, it won’t be coming back anytime soon.” He advised companies to think carefully before making decisions that could hurt their reputation in the long run.
Elon Musk Seen as a Major Risk
Nearly 30% of the 117 experts surveyed—including former government leaders and officials from 17 countries—said that being linked to Elon Musk or becoming a target of his criticism could bring unwanted attention. Musk, the world’s richest person, owns companies like Tesla, SpaceX, and X (formerly Twitter). He has also been a strong supporter of Donald Trump, even donating to Trump’s 2024 presidential campaign.
After Trump returned to the White House in January 2025, Musk played a key role in major federal budget cuts through a new office called the “Department of Government Efficiency” (Doge). This has made him a highly controversial figure. Public opinion polls show that many Americans disapprove of Musk’s actions. A March 2025 Quinnipiac University survey found that 60% of voters disliked how Musk and the Doge office handled federal workers. Tesla’s stock prices also dropped due to the backlash.
Guzman explained in the report, “The impact of association with influential figures in today’s heavily divided environment cannot be understated, especially with a deeply polarizing leader like … Musk.” Some reports suggest Musk may step back from his role in the Trump administration to avoid further damage to his businesses.
AI Misuse Poses an Even Bigger Threat
While Musk’s influence is seen as risky, the survey found that unethical use of artificial intelligence is an even greater danger to companies. Creating deepfake videos, spreading misinformation, or using AI in biased ways could lead to serious backlash. The report stated that such actions were “the most likely to gain negative online news attention.”
One unnamed expert in the survey warned, “AI, if not understood or managed in companies, can have an incredible trickle-down effect that may not be reversible.” Businesses were advised to treat AI policies just as seriously as other important company rules.
Rolling Back Diversity Programs Also a Concern
Another major risk for companies is cutting back on diversity, equity, and inclusion (DEI) programs. The Trump administration has been working to remove such initiatives from government agencies, the military, and even universities. For example, Harvard lost over $2 billion in federal funding after refusing to end its DEI programs.
The survey ranked DEI rollbacks as the third biggest threat to a company’s reputation. Experts believe that businesses that abandon fairness and inclusion efforts could face public criticism and lose trust.
Other Reputation Risks
The report also listed two more dangers: anticompetitive practices (when companies unfairly block competition) and defamation lawsuits (false statements that harm someone’s reputation). These issues can lead to legal trouble and public distrust.
Guzman noted that reputational risks are likely to grow in the coming months. “This data is not just numbers; it indicates the complex communications challenges facing organizations constantly,” she wrote.
Who Conducted the Survey?
The Global Risk Advisory Council included several high-profile members, such as:
- Thórdís Kolbrún Reykfjord Gylfadóttir, Iceland’s former foreign minister
- Paul O’Brien, head of public affairs at Bank of Ireland
- Taylor Bennett, global head of public affairs at DoorDash
- Eugene Laney, president of the American Association of Exporters and Importers
- Maria Toler, founder of SteelSky Ventures, a venture capital firm focused on women’s healthcare
The survey sends a clear message to businesses: aligning with controversial figures like Elon Musk or misusing AI can badly hurt their reputation. Companies must think carefully about their public image and avoid actions that could lead to long-term damage.
As AI continues to grow and political divisions remain strong, businesses will need to navigate these challenges wisely. Those that fail to do so may find it difficult to regain public trust once it’s lost.
