South Africa, Jan. 29 -- I have long argued that visibility without resonance is just noise. At our industry body, Prisa, we have championed the idea that reputation is not a PR problem; it is a business problem.

Davos 2026 has confirmed this: Trust is no longer a soft metric; it is critical infrastructure.

4 lessons from Davos

Here are four lessons from the global stage that every business owner and communication practitioner must internalise to remain relevant.

You cannot outsource accountability to an algorithm

A major theme this year was the "AI Accountability Gap." We see South African organisations racing to adopt generative tools to drive efficiency. But as I recently noted, when an algorithm misclassifies or hallucinates, the...