Transparency is the future of brand ownership

Just as with most conversations around AI, the focus turned to trust. McGuire noted that consumers are savvy, and honesty about AI use is the best policy. “It really comes down to intent,” he said. “If your intent is to try to fool people, then you’re going to get caught, right? If your intent is to tell a story in a way that makes sense to utilize AI, be transparent about it.”

Lazer agreed, pointing out that owning AI use can be a strength. “If a brand is transparent about it, it actually greatly increases trust in the brand,” he concluded.

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