"The web has never been louder. Generative AI floods inboxes and feeds with words, images and videos that blur the line between real and artificial. By 2026, Gartner projects that more than 80% of enterprise software will have AI built in - whether or not organizations are ready. For buyers, this surge creates confusion, not clarity. The question is no longer how much content brands can publish - it's which brands buyers can trust."
"Trust has become a brand's most powerful asset. The Edelman Trust Barometer shows that brands perceived as understanding and addressing buyer needs enjoy two to three times higher trust scores. In a market flooded with AI-generated content, trust is the signal that compels engagement. Transparency deepens that trust. Openly explaining how you use data, disclosing AI's role and demonstrating accountability help you stand out."
"Some in the industry have begun talking about so-called authentic AI. The idea is that technology can create deeper, more genuine connections through context-aware experiences. But authenticity is not a feature you can automate. It comes from the fundamentals marketers once rallied around: Building real audiences. Nurturing customer relationships. Creating content that earns trust, not just clicks. AI can scale those efforts, but cannot replace the human intention behind them."
Generative AI floods inboxes and feeds, blending real and artificial content and erasing scarcity in marketing. Automation scales output but drives shallow personalization and overwhelms buyers. Seventy-one percent of consumers report frustration with impersonal brand communications. Quantity of content no longer equals value; trust and relevance drive engagement. Brands that demonstrate understanding and address buyer needs earn two to three times higher trust scores. Transparency about data use and AI’s role, plus accountability, strengthens trust. Authenticity cannot be automated; it arises from building real audiences, nurturing customer relationships, and creating content that earns trust. AI can scale those efforts but cannot replace human intention.
Read at MarTech
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