It’s no secret that AI has taken over the game in the marketing world. It’s writing copy, building graphics, and even generating full campaigns. It can feel a little intimidating for those of us who create for a living, but it also gives us more opportunities than we think. Because in reality, AI is a tool, not a replacement.
AI Is a Marketing Tool, Not a Marketing Replacement
I’ll be the first to admit that AI has its perks. On a day when my creative tank is on E, it can support strategy, it can help me brainstorm, or be a great jumping off point for where I need to go. But it can’t replace you. Your instincts, your experience, and mostly your emotional intelligence. It doesn’t know your customer base the way you do. And it definitely can’t pick up on when a caption feels off, repetitive, or adds a ‘—’ when it really needs a comma—but you can (see what I did there).
AI still makes mistakes and still generates things that are very obviously a byproduct of a prompt put into ChatGPT. And the more it is used in marketing, the more your audience can clock it from a mile away. People can feel when something is generic, inauthentic, or just plain off.
This is when you realize that what’s missing most from AI and AI-generated content is authenticity. People crave it.
Why Authenticity in Marketing Matters More Than Ever
Only 31% of Americans say they trust mass media today. That number was 72% in the 1970s. Trust is falling off, and it’s falling off rapidly.
A big part of that shift happened in the mid-2000s when social media started blowing up. Platforms like Facebook and Twitter (now X) gave people the power to publish instantly without an editor, fact-checking, or accountability. And while it opened up a lot of communication, it also flooded our feeds with content we couldn’t always verify, starting this wave of mistrust that is still growing.
With AI entering the scene, it’s adding a new layer of confusion and mistrust to an already skeptical audience. The new first thought will always be, “Is this real?” With AI’s ability to generate realistic images, write eerily convincing content, and even mimic voices, it’s hard to take things at face value.
This is why authenticity becomes your biggest asset when marketing.
So What’s the Fix? Stay Human.
Your job is to stand out from the fake with something that feels real. Be honest, be a little imperfect, show raw content. It’s what people are craving. A 30-second video shot on your iPhone of a thought you had that would relate to your audience. A picture of your team at lunch, celebrating a huge win for your company. Your brand’s story told in a way that feels genuine, true, and real to the brand is what audiences want to see. AI can make just about anything, but it can’t make that sincere connection to your audience.
Am I saying don’t use AI? No. Let it help. But the heart of your marketing needs to come from you. Keep your brand voice anchored in something real. Your audience will notice, and most importantly, trust you more for it.
