“It’s not about us anymore,” McGowan explained. “It’s what our consumers are saying about us that we have to think about from a trust perspective.” When a brand loses some of the control to consumers, consistency matters even more, he added.

Amtrak’s Hamlisch pointed to the power of surprise and delight, which he defined as “the above and beyond moments” that aren’t an offer or a promotion, but a thank you.

Deepening that bond also requires a commitment to representation, as Audible’s Kessler noted. “That bridge from the actual trust point to the actual purchase point comes from seeing yourself in the brand,” she said. “So, inclusivity and representation, I think, are really key.”

Mondelēz International’s Steve McGowan

Securing trust in the age of AI

The conversation concluded by looking toward the horizon, where the rise of AI presents the next great test for brand trust. Hamlisch posed the central question facing every leader: “How do you continue to maintain trust in a world where you don’t know who you’re talking to?”

Griewski offered a tangible path forward, explaining that data, when used responsibly, can be a powerful tool for building trust in this new landscape. “Every time we put a message in front of that consumer, it needs to be informed by what we know about them,” she explained. “We see that as a way to drive personalization and relevancy.”

In the face of AI and technological upheaval, the most durable strategy is “building a direct relationship with our audience and our consumer,” Barik said. “That continues to pay off.”

Featured Conversation Leaders

• Tusar Barik, SVP, Marketing, New York Times Advertising
• Lauren Griewski, Managing Director, Head of Sales and Partnerships, Chase Media Solutions
• Eliot Hamlisch, Chief Commercial Officer, Amtrak
• Jess Kessler, Head of Brand and Content Marketing, North America, Audible
• Steve McGowan, Sr. Director, U.S. Consumer Experience (CX), Mondelēz International
• Lindsay Yowell, Senior Brand and Advertising Manager, Virginia Lottery
• Kathryn Lundstrom, Commerce and Sustainability Editor, ADWEEK