As the foundation of any relationship, trust is precious. Whether we’re buying a product, opening a bank account, or networking, trust guides decisions. When it’s broken – through bad service, clunky experiences, or scandals – rebuilding is tough, especially in the social media spotlight. As consumer expectations around trust shift, brands must keep up or risk falling behind.

Information overload and the need for credible voices

The democratisation of content – the ability for anyone to create and share – has flooded the internet with information. While this has empowered some previously isolated voices, it’s also made it harder for people to distinguish fact from fiction, especially when combined with AI-generated content. Over half of people now question the authenticity of online content, according to Accenture’s ‘Life Trends’ report.

Generative AI (GenAI) has opened new ways to connect with audiences, offering hyper-personalised experiences through real-time content, voice search, and even visual search. For marketers and brands, it’s a powerful tool for delivering exactly what people want when they want it. With almost 7 in 10 (68%) of marketers warming to GenAI and 59% ‘excited’ by the application of AI to adverts, we’re likely to see an increase of AI use on our screens.

However, according to Meltwater, too much personalisation can veer into ‘creepy’ territory and alienate the very customers brands hope to engage. This is where a balance must be struck between respecting boundaries and avoiding overreach to build and maintain trust.

While it’s streamlining production and making content more accessible, AI can also create misinformation, deepfakes, and hyper-realistic or ‘synthetic’ media that erode trust. In the past year alone, one-third (33%) of people have reported deep-fake attacks or scams, leaving many wary of the content their seeing online.

When lines are blurred between what’s real and what’s fake, trust is at risk. As a result, we’re seeing a shift from self-publishing and hyper-curated personal platforms towards preferences for trusted, credible sources. Humans are looking to journalists, experts and authoritative voices to provide clarity amid the chaos. For brands, this resurgence makes earned media and credible advocacy more important than ever.

 

How corporate communicators can maintain trust in an AI-driven world

So, how can corporate communicators earn – and keep – trust?

  1. Be transparent: Honesty is the best policy. Make it clear when AI is being used, and be upfront about where your data comes from, and how data is being used. This transparency reassures audiences that what they’re seeing or hearing is authentic and trustworthy.
  2. Invest in earned media: Trust isn’t built overnight, and it certainly doesn’t come from promotional and owned content alone. To rebuild credibility, invest in earned media – getting your message out through journalists, experts and sources that audiences already trust. These third-party voices lend credibility and reach audiences that are increasingly sceptical of self-published content.
  3. Balance efficiency with authenticity: AI is powerful, but it should never replace human connection. Use AI to enhance your content and operations, but don’t let it get in the way of the authenticity of your message. People connect with people, not machines.
  4. Educate your teams: With 36% of marketers thinking they or their teams don’t have the skills required for GenAI, now’s the time to upskill for confident and responsible use. Training your teams to understand GenAI’s capabilities and limitations will help ensure it’s used ethically and effectively.
  5. Cancel the noise: AI-generated noise can be hard to cut through, but make it your mission to become a trusted, clear voice. Whether through thought leadership, conference appearances, or providing genuine insights, position your brand as a beacon of reliability among the chaos by speaking in the right place, at the right time, about the right topics.

 

Trust as the ‘guiding star’ for corporate comms

With so much content flooding our screens, it’s no surprise that people are looking for reliable, authoritative voices to cut through the noise. At a time when anyone can publish, respected experts and thought leaders are more important than ever, especially in the specialised, technical world of corporate communications. For brands, being a trusted, clear voice will be the key to standing out and making a real impact.

GenAI offers incredible potential, but if misused in corporate communications, it risks alienating audiences and damaging the credibility of brands. To achieve its goals, corporate comms must act with intention and focus, using earned media and thoughtful advocacy as tools that not only amplify a brand’s message, but also build genuine trust with audiences.

To find out more about GOLD79’s noise cancelling approach to corporate communications, get in touch with James@gold79.co.uk today.