We prioritise authenticity over artificial perfection

These days, there’s no getting away from AI. It’s everywhere: in adverts, on the radio, on social media and, increasingly, in the workplace. We, too, use AI in our day-to-day agency work to streamline processes and make even more efficient use of our working hours. AI is a helpful tool for research, brainstorming or speeding up repetitive tasks. However, when it comes to communication, we deliberately rely on the ideas, expertise and creativity of ‘real people’.

The entire process – from the initial idea through to the implementation and final editing of our content – is shaped by a human perspective. We use AI only to support and challenge our work – not to generate it.

A recent study by Meltwater and YouGov shows that 32 per cent of people trust brands less when they use AI-generated content.

Although AI is now widespread and an integral part of our everyday lives, the study’s data reveals the following reservations: 73 per cent of respondents fear that AI can be used to create fake news. Furthermore, two-thirds are concerned that AI-generated content may contain false or misleading information.

Furthermore, more than half of those surveyed state that their trust drops significantly when AI-generated content from brands is not clearly and visibly labelled. Transparency and open communication are therefore becoming essential for companies and are key factors in determining credibility and brand loyalty.

This means that, in future, companies will have to pay even closer attention to exactly what they publish and the effect that the content they create has on the trust of their target audience. The real competitive advantage will lie in creating trustworthy and authentic content that appeals to people on a personal and emotional level.

That is why every piece of content we develop is genuine content that bears a human touch. This is precisely what we embody, for example, in the content we produce with our client Ammersee Padel & Tennis. The content stems from our ideas and our individual approach to realising them. This is the only way to create unique and trustworthy pieces that have a lasting impact and truly reach the target audience.

For us, one thing is clear: AI serves as a tool, not a substitute for creativity.

If you’d like to read the full study on trust and the use of AI for content creation, you can download it from the website.