Generative AI technology like ChatGPT has brought the world one step closer to the futuristic society envisioned by forward-thinking science fiction writers. But will this future be a utopian or dystopian one? Time will tell. In the meantime, businesses must understand and leverage AI’s burgeoning influence over the zeitgeist to build favorable public sentiment about their brand’s reputation. It has become a make-it-or-break-it moment for corporations in the battle against the spread of AI-led misinformation.