Reputation and trust in the age of AI: essential strategies for brands.

Transparency as a fundamental pillar

Imagine a brand that openly reveals how it uses AI: this isn’t fiction, it’s the future of trust. By 2025, with the proliferation of algorithm-generated content, consumers demand clarity. Globally, 55% prefer brands that prioritize human content, rising to 62% among millennials. Brands like Farfetch use Phrasee’s AI to optimize emails, increasing open rates by 7% and click-through rates by 25%, without losing their authentic voice. Transparency in data collection builds loyalty, avoiding the ‘noise’ warned about by experts at Dentsu.

Authenticity: the human at the heart of AI

Don’t replace, complement. Starbucks, with Deep Brew, analyzes order data for precise recommendations, reducing setbacks and personalizing offers. The result? Loyal customers and efficient operations. Research shows that 84% of Latin Americans switch brands after a bad experience. Authenticity arises from intentionality: AI scaling human creativity, testing content variations aligned with the brand’s DNA, as in dentsu, where data becomes the ‘strategic backbone’ for relevant experiences without falsehood.

Digital governance and ethics in action.

Governance is the shield against risks. Brands must adopt ethical AI practices, with reputational metrics that monitor sentiment in real time and narrative coherence. Dentsu emphasizes interoperability: integrating data, tech, and omnichannel channels while respecting privacy. Trends for 2025 point to security as a priority, with transparency in regulatory standards strengthening trust. Consumers value consistent actions: it’s not enough to say it, you need to prove it daily, transforming reputation into a strategic internal and external asset.