Cutting Through the Noise: How Brands Can Build Trust in the AI Era
Artificial intelligence (AI)-generated content now dominates everything from search results and social feeds to thought leadership and customer support. While this technology promises speed and scale, it also creates a credibility crisis—one where audiences struggle to tell what’s real and who to trust. So how can modern brands maintain authenticity and foster lasting trust with customers?
Members of the Senior Executive AI Think Tank, a community of artificial intelligence leaders driving innovation across industries, share their answers. Their insights center on a common theme: Use AI to amplify the human, not erase it.
“The goal isn’t automation of creativity—it’s amplification of it.”
Don’t Outsource the Soul of Your Brand
“Authenticity comes from the human mind—its voice, values and vision,” says Mo Ezderman, Director of AI at MindGrub Technologies. “The goal isn’t automation of creativity—it’s amplification of it.”
AI can streamline production, but brands that rely too heavily on automation risk losing the unique voice that builds emotional resonance. Ezderman and others stress that AI should assist content creation, not dictate it. Treating AI as a partner, not a producer, is the key to preserving creative integrity.
The New York Times’s AI policies are a helpful model of this kind of collaboration. “We’re increasingly finding uses for the technology in our journalism,” they write, adding, “We also have guidance and training in place to guard against the risks of using A.I.” This kind of mindful partnership—and clear disclosure of AI use—shows how today’s businesses and brands can implement AI without being inauthentic.
“Originality comes from caring enough to think for yourself. That’s what people notice.”
Original Thinking Still Wins
“The real threat isn’t AI-generated text—it’s AI-generated ideas,” warns Daria Rudnik, Founder and CEO of Aidra.AI. “Originality comes from caring enough to think for yourself. That’s what people notice. That’s what sticks.”
Rudnik emphasizes a critical distinction: Authenticity isn’t just about the final polish, it’s about the genesis of the idea. To build trust, brands must return to first principles—deep listening, real storytelling and bold thinking rooted in human experience.
Transparency Is a Trust-Builder
“If a chatbot is AI, say so!” urges Nikhil Jathar, CTO at AvanSaber. For Jathar, trust hinges on being upfront. AI can support behind-the-scenes research and personalization, but brands should make it clear when AI is in the driver’s seat—”especially in customer interactions.”
In a survey by MIT Sloan Management Review and Boston Consulting Group, 84% of AI experts either agree or strongly agree that AI disclosure should be mandatory, citing customer trust as a key reason.
Gordon Pelosse, EVP at AI CERTs, agrees. “Brands need to provide clear disclosure about their AI use in content creation.” His advice: Combine human creativity with AI efficiency, maintain a consistent voice and make your content traceable with content verification systems.
Bring Human Energy Back
“AI-generated slop, unedited, is matter without energy,” says Cheryl Contee, Senior Advisor at Imagine Global. She calls on brands to inject their communications with intent, care and human emotion.
Contee explains that a brand’s humanity is felt through every touchpoint—honesty in responses, creativity in campaigns, compassion in service. Brands need to go beyond efficient output and return to the energy of real problem-solving.
“The most trusted companies [are] those demonstrating thoughtful curation of AI-enhanced work, making the effort to maintain unique style and voice.”
Favor Thoughtful Curation Over Automation
“The most trusted companies won’t be those necessarily avoiding AI,” says Jim Liddle, Chief Innovation Officer at Nasuni, “but those demonstrating thoughtful curation of AI-enhanced work while making the effort to maintain their own unique style and voice.”
Egbert von Frankenberg, CEO of Knightfox App Design, echoes that message: Ground content in real stories and expert insights, and never skip the human review. “Ultimately, trust comes from consistency and transparency.”
Use AI Thoughtfully, Teach Transparently
According to Roman Vinogradov, VP of Product at Improvado, authenticity today requires showing the why behind your content: “Trust grows when audiences see the why behind the content, not just the what.”
He recommends giving visibility into content creation, showing team collaboration and letting transparency itself become part of your brand identity.
“Use AI to refine your thinking, not replace it. Let your strategy show, but let your humanity lead.”
Let Experience and Values Lead
“Authenticity isn’t something you declare. It’s something people feel,” says Divya Parekh, Founder of The DP Group. For her, it’s not about perfect content—it’s about coherence and clarity. “Use AI to refine your thinking, not replace it. Let your strategy show, but let your humanity lead.”
Sarah Choudhary, CEO of Ice Innovations, agrees: “Adding details about the people behind the brand makes your content feel more credible and relatable.”
Takeaways for Standing Out in the Age of AI Content
- AI is a tool, not a substitute. Use it to enhance creative thinking, not generate it entirely.
- Prioritize originality. Surface-level content won’t stand out; bold, human-driven insights will.
- Be transparent. Say when you’re using AI. Let your audience in on how content is made. In some jurisdictions, these disclosures may even be required by law.
- Human review is non-negotiable. Don’t publish anything without human eyes on it.
- Lead with lived experience. Build trust by sharing real stories and staying consistent in your voice.
How To Be Authentic Amid the Artificial
In a world flooded with AI-generated everything, the brands that rise above will be those who stay grounded in something distinctly human. It’s not about being louder, faster or more polished. It’s about being real. As AI becomes more powerful, human intent, insight and imagination will become even more valuable. The future of trusted brand communication isn’t less human, it’s more.
