AI & Brand Authenticity

AI technologies have the potential to compromise brand authenticity.

Consumers have increasingly placed a greater value on brands that demonstrate transparency, uphold their values, and provide genuine experiences. So how will the rise of Artificial Intelligence (AI) impact a brand's authenticity?

When AI is appropriately utilized, brands can improve accessibility, efficiency, and customer understanding and intelligence, which will help develop more meaningful and relevant communications, offerings, and experiences. But not necessarily authentic.

Authenticity in a brand is realized when its actions (i.e., communication, products, customer experiences) consistently reflect the brand's values, purpose, story, promise, and identity. This alignment creates a sense of trust and confidence among customers. Creating authenticity in design transcends the boundaries of brand voice, tone, or visual guidelines. It goes deeper by fostering a genuine connection that evokes feelings and emotions aligned with the brand's values, purpose, story, and promise through design choices. 

If AI is not employed appropriately, there is a risk that the brand's actions do not consistently or effectively reflect these essential elements. This may lead to a lack of genuine customer connection, confidence, and trust.