The Changing Face Of Brand Trust In An AI Age

Ever-evolving AI technology is bringing a lot of good to companies that have been able to streamline their processes, expand their service offerings, and generally take their operations up a gear or two. But, companies currently in the process of implementing AI tools also need to be wary of one thing: 63% of consumers don’t trust AI, and many of them are also losing faith in the companies that use it.

This makes sense considering that processes like AI data handling are still rife with problems, as is evidenced by the recent lawsuit against Allstate. The use of AI content, including AI-generated video, has further deepened this growing distrust to mean that, often, consumers simply don’t know what or who to believe in. 

That’s bad news, but it’s something companies can overcome by considering the following steps towards maintaining trust, even in this AI age.

# 1 - Consider the Nature of AI Usage

AI tools that could potentially manipulate data or replace the human voice of a company serve to sever hard-earned brand trust.  As such, companies need to think about how they’re using AI, and how that looks from a customer-facing perspective.

If you’re using hidden AI tools to collect un-consenting data, or are using AI copywriting but painting the results as human content, then losing consumer trust becomes inevitable. But, AI that’s used in the right way can also serve to strengthen trust, as evidenced by companies like PayPal, which uses AI tools to detect and prevent fraud. Equally, companies like Amazon utilize AI to ensure personalization that historically strengthen brand-consumer bonds.

# 2 - Let Definite Define You

Until AI usage and detection settle down, we’re living in an age where consumers don’t know what to believe. AI deepfakes make it difficult to trust personal profiles, while AI video generation means that any brand can paint their product in the shiniest light possible. Working with undeniable facts is the best way to give those confused consumers a life raft. 

Consumer-based reviews and recommendations remain one of the best ways to do this, as they involve unbiased information from a third-party, more trustworthy source. Businesses can also continue to validate themselves and their processes through avenues like official certification from accreditation companies that use certification management software to ensure fully traceable certifications that leave no doubt. Equally, being physically present in videos on platforms like Instagram and replying in real-time to comments can add a metaphorical blue tick to your activities.

# 3 - Remain Transparent

AI is still often considered a dirty word, but brands that hide their use of AI for things like data collection or even simple menial office tasks could quickly lose audience trust. It’s far better to be transparent about how and why you use AI, while also putting in place clear policies that ensure consumers never suspect you of hidden activities, falsification, or anything else that could lead them to doubt you.

Trust matters, and maintaining it in an increasingly uncertain technological age means always bearing these tips in mind!