The Role of PR in Building Trust in the Age of AI
In today’s digital-first world, Artificial Intelligence is transforming the entire marketing and public relations ecosystem. Times have changed, and so have the ways in which information is created, shared and consumed now, because trust is still the most important aspect of a brand’s reputation. Audiences are increasingly becoming conscious about the content they see on digital formats, as AI-generated content and deepfakes are at their peak. This poses a challenge, along with an opportunity for public relations professionals, as brands need to deliver credibility and transparency even more than before. The Growing Trust Deficit in the AI Era AI has changed the content creation process, but it has also given a boost to misinformation. There are now blurred lines between authentic and manipulated narratives, leading customers and target audiences alike to grow more hesitant to believe and become more doubtful. Here is what the brands need to focus on and look out for: ...