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The new cyber incident playbook

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AI is rewriting the cyber breach playbook. 

Here's the essential guide for communicators.

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AI is increasing the threat and complexity of cyber breaches and in this context new research from Sefiani, part of Clarity Global, uncovered that the way an organisation responds to a breach is almost just as important as the impact of breach itself. AI plays another part in this story as well: LLMs are resurfacing company’s responses to historical cyber breaches at the moment of a sale.

This changing landscape means the playbook communicators have built to manage breaches over the last decade needs to evolve. This new Sefiani report breaks down what this looks like, using a combination of our many years of insight supporting cyber crisis preparedness with data from a nationally representative YouGov survey of 1,000+ Australian consumers and AI visibility analysis from our proprietary tool Surfacd.

 

 

Download the new cyber breach playbook now

 
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What's Inside:

  • How consumer attitudes have changed in response to breaches: Among Australians who have been a customer of a breached organisation, only 13% actually moved to another provider. The post-breach response is key here: the single most influential factor in whether a consumer will use that company again is what the organisation did to prevent another breach.
  • How a strong response influences AI answers: If an AI tool reports that the organisation promptly notified customers and provided practical support, customers are twice as likely to choose to engage or buy from that brand.
  • Where AI finds your side of the story: Corporate content is referenced in 88% of responses about an organisation’s response to a breach, followed by editorial (61%), institutional (55%) and User Generated Content (36%) sources.
  • Five principles that define breach responses in the AI era: From publishing a factual account of your response on your website to monitoring what AI says about you, before and after the breach.

Plus, insights from Shane Bell, Co-Founder and CEO of NSB Cyber.

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Who Should Read This:

  • Communications, corporate affairs and reputation leaders responsible for crisis and issues management
  • Executives and board members overseeing cyber risk and crisis preparedness
  • Marketing, brand and digital leaders managing how their organisation shows up in AI search
  • Security and risk leaders looking to connect technical response with reputation outcomes

 

Download your free copy now.