In sectors where the buying process is complex and effortful, customers rarely go for the lowest price. They opt for the brand they trust. This fundamental shift means businesses must rethink how they build relationships and value beyond just pricing.

Over the past thirty years, I’ve observed shifts in consumer behavior across TV, search engines, and social media platforms. While these changes influenced marketing tactics, the fundamental nature of how people make decisions remained consistent. What we're witnessing now with the rise of large language models is fundamentally different, signaling a deeper transformation in how decisions are influenced and made. Many veteran marketers echo this sentiment, recognizing that this isn't just another trend but a significant evolution.

The past week has highlighted a surge in public skepticism against artificial intelligence (AI), casting shadows over its reputation. Several commencement speeches featured boos directed at AI, a literary award was questioned for probable AI-assisted content, layoffs increased partly due to AI, and AI’s influence sparked political debates about data centers. Adding to the controversy, a new AI-themed book was criticized for fabricated quotes, and the upcoming papal encyclical will address protecting humans amidst AI’s rise.

Public unease is mounting: a recent poll found less than half of Americans support aggressive AI innovation. This distrust now threatens not only AI companies but also any brand perceived as misusing AI. For example, Nike faced criticism for a phrase reminiscent of AI-generated language on its social media, showing how sensitive consumers are to AI’s influence. Public reactions often stem from fears of inauthenticity, as brands risk losing trust when their messaging seems automated or artificial.

The backlash is not new but is intensifying as AI’s role expands. Some brands have taken clear stands against AI, promoting human authenticity—such as iHeartMedia's "Guaranteed Human" pledge, Aerie and Dove’s commitment to non-AI-generated marketing content, and Polaroid's analog-focused campaigns. However, with AI becoming deeply integrated in culture and business, avoiding AI entirely is increasingly challenging. Brands that neither fully embrace nor transparently reject AI could face the greatest consumer skepticism.

Summary: Recent events highlight a rising public backlash against AI, posing a reputational risk to brands associated with AI, particularly if seen as inauthentic. While some brands embrace human authenticity as a selling point, navigating AI’s cultural and business integration presents a complex challenge for brand trust in the future.

While SEO teams can track their rankings on Google with precision, there's a blind spot when it comes to ChatGPT. Unlike search engines, ChatGPT's recommendations and mentions of your brand aren't visible, leaving a significant gap in understanding your brand's presence in AI-driven conversations. Traditional rank-tracking tools haven't adapted to this new challenge yet, making it crucial for marketers to rethink their strategies in the age of AI assistants.

Berlin-based Peec AI, a startup specializing in enhancing brand visibility in AI-driven search results, has achieved over $10 million in annual recurring revenue (ARR). This milestone, verified by TechCrunch, follows a recent $21 million Series A funding round that valued the company above $100 million. Peec AI's platform helps brands appear prominently in AI-generated search interfaces such as ChatGPT, driving significant growth in a short period.

IBM and Scuderia Ferrari, in collaboration with HP, are transforming the Formula 1 fan experience by leveraging advanced AI technologies. This partnership aims to create more personalized and immersive interactions for superfans, redefining how enthusiasts connect with the sport.

PR professionals reveal that UK businesses are increasingly exaggerating their use of AI, often labeling basic automation as advanced artificial intelligence to attract attention. Communications teams report pressures from executives in less tech-centric sectors to market themselves as AI leaders, despite using non-generative AI technologies.

Knower Tech has appointed Racic from Prebid to lead its newly formed data vertical, focused on integrating complementary data tools into a unified, AI-powered platform. This initiative is designed to serve both buy and sell side agencies as well as in-house marketing teams, helping them leverage advanced data synthesis for improved decision-making.

Magazine covers no longer have the cultural impact they once did.

What began as late-night tinkering soon led to a major shift in strategy, radically enhancing how our agency leverages AI to expand client services.