11 August 2025
AI and authenticity in the brand landscape
We are living in an age of rapid change. With the AI revolution, we can already foresee fundamental shifts in how society operates, similar in weight to the vast changes experienced during, and in the years and decades following the industrial revolution.
These rapid shifts bring significant changes to the brand landscape. In our fast-paced, future world, brands will find it increasingly challenging to build trust and communicate value — after all, authenticity is a hard sell in the days where one questions it across almost every medium.
Staying relevant
Brands must learn to differentiate themselves as a way of proving their authenticity, whilst moving quickly to adapt their function and form of communication to the ever changing landscape at hand. Campaigns and assets will not only need to be authentic, they’ll need to be dynamic to stay relevant to the shifting audience and their ever changing needs.
AI as a tool
To stay relevant in this new age, we must embrace AI as a tool — not to replace — however to replicate and amplify human-designed, value-driven concepts. Successful brands will focus on human-developed design at its core, with AI used merely as a tool to increase productivity and broaden capacity, allowing for messaging reach across multiple mediums. Similar to our experiences as designers living through the digital revolution, with the introduction of digital tools such as Illustrator and Photoshop, in a world saturated with content the human element will separate the leaders from the followers. This will ensure those who lead, do so with relevance and authenticity, enabling them to stand out.
