Last month, the UK and US were captivated by #KateGate, a controversy surrounding Princess of Wales’ allegedly photoshopped Mother’s Day picture. Speculation grew about the use of AI in editing royal family images, leading to conspiracy theories. As the saga continued, the princess announced her cancer diagnosis in a video, sparking further debate about its authenticity. With AI technology becoming more prevalent, consumer distrust towards media content and announcements has increased, as evidenced by a study showing that 61% of participants struggle to differentiate between AI-generated and real people.
Generative AI (genAI) has shifted the landscape by allowing consumers to actively engage in creating new content. This has increased awareness and familiarity with AI technology, with only a small percentage of consumers remaining unfamiliar with genAI. However, this awareness has also led to a lack of trust in companies using generative AI, as shown by statistics indicating that the majority of consumers believe companies should disclose their use of AI and only a small fraction would trust information provided by genAI. As a result, consumers have become more vigilant, questioning the authenticity of content they encounter.
Instances of AI distrust, like #KateGate, are becoming more common, with consumers quick to call out companies for misleading practices. Brands must navigate this landscape carefully to avoid damaging their reputation, as seen in cases like the Willy Wonka experience in the UK and Under Armour’s controversial AI ad. To combat distrust and ensure consumer trust, organizations must prioritize authentic communication, build strong foundations, and implement processes that encourage intelligent creativity. By demonstrating transparency, delivering value to consumers, and incorporating AI in a thoughtful manner, brands can foster trust and avoid falling into a PR crisis.
To delve deeper into the impact of genAI on consumer behavior and explore strategies for successfully integrating AI into brand initiatives, interested parties can register for Forrester’s CX Summit North America. By understanding the factors driving consumer backlash and proactively shaping their genAI strategy, companies can navigate the evolving landscape and build consumer trust. This message was conveyed by Principal Analyst Audrey Chee-Read in her original post, emphasizing the importance of leveraging AI in a strategic and authentic manner to connect with consumers effectively.
