By Sean Michael, VP Client Development, True Media
Artificial intelligence is revolutionising the marketing landscape by transforming how brands approach data, personalisation, and content creation. From real-time insights to dynamic ad placements, AI empowers brands to operate with unprecedented precision and efficiency. However, despite its numerous advantages, a growing number of consumers harbour distrust towards the increasing use of AI in advertising. This presents a critical challenge for marketers: how to harness AI’s potential without compromising the trust and authenticity that foster enduring consumer relationships.
Recent studies underscore this inflection point. A 2024 CivicScience and eMarketer survey revealed that while AI adoption in advertising is accelerating, a substantial portion of consumers remain skeptical, particularly regarding data usage and transparency. A 2025 Talker Research poll indicated that 75% of Americans now trust online content less than ever before, citing the rise of AI-generated content as a significant factor. These findings underscore that consumers are not merely concerned about AI’s capabilities but also about its usage and potential impact on the human experience.
AI undeniably possesses strengths, though. It excels at identifying behavioural patterns, automating repetitive tasks, and optimising campaigns across various channels. For instance, it can adjust website content based on real-time user activity or determine which creative asset resonates best with a specific demographic. These capabilities save time and deliver measurable results. However, AI lacks the ability to replicate the nuanced, emotional, and culturally informed thinking that humans bring to the table. It cannot experience emotions, comprehend the intricacies of lived experiences, or build a brand voice that resonates with genuine human emotion.
Marketing leaders like Jessica Ling, EVP of Global Advertising at American Express, emphasise the importance of caution and balance in the age of AI. Her guidance, which encourages “automating the ordinary and humanising the extraordinary”, underscores the role of AI in enhancing, rather than replacing, the human element in marketing. This means delegating routine tasks like A/B testing and audience segmentation to machines while allowing humans to focus on big ideas, creative storytelling, and meaningful connections.
To earn consumer trust in this AI-driven era, brands must be transparent about their use of technology. Clear communication about data collection, usage, and AI decision-making processes can demystify the process and reassure the public. At the same time, maintaining a strong human presence in content development and customer engagement is crucial. Consumers still respond most strongly to empathy, authenticity, and stories that resonate with their values, aspirations and speak to their unique identity.
Responsible data practices are equally important. Respecting user privacy and ensuring ethical AI usage will distinguish trusted brands from those that prioritise efficiency. In a landscape where attention is scarce and skepticism is rising, trust is a precious commodity that no brand can afford to lose.
Ultimately, the path forward is not about choosing between humans and Ai, but about designing systems where they collaborate effectively. AI should serve as a creative catalyst and strategic tool, never a substitute for human ingenuity and creativity. Brands that embrace this mindset will not only excel but also foster deeper, more enduring relationships with their audiences. In marketing, as in life, the extraordinary still lies within the realm of human creativity, and AI merely aids us in achieving it more swiftly.
The convergence of tech and brands 