Building brand trust in the AI era
Australians are using AI daily but trusting it less than ever. Because of this, brands face a crisis of credibility, forcing CMOs to rethink how they build trust in an age of synthetic content, scams and soulless automation, writes Kim Verbrugghe – managing director at creative company SLIK.
CMOs are raising concerns around the erosion of consumer trust in online. In particular, how to ensure that trust is maintained in relation to their brands at a time when AI is on the rise.
A KPMG and University of Melbourne study released in April shows that only 36% of Australians are willing to trust AI, even though 50% use it regularly, and 78% are concerned about its negative outcomes like misinformation or privacy issues.
We thought AI would be just an efficiency play, where operations could be streamlined, campaigns optimised and behaviours predicted at scale. While there’s plenty of ways AI is being used to add value, there’s a trust crisis that threatens the very relationships we’re trying to cultivate the most – the customer.
