Jonathan Gabay on creating brand trust in an AI world

In our recent You're MarketingKind gathering Jonathan Gabay shared with us what he has learned about how to create brand trust in an AI world from decades of work in marketing and advertising, creating training course for the CIM and universities and writing 15 books including his latest Practical Digital Marketing and AI Psychology.

The number one question he gets asked when delivering AI training courses around the world, is: "Will AI take my job?".

There is naturally an inherent distrust in AI and when you add that to the high level of distrust in advertising (according to the 2024 Edelman Trust Barometer), we need to actively work to build brand trust when using AI tools.

Jonathan recommends we use these 3 pillars to create brand trust:

1) Fundamentally we need to demonstrate competence and reliably deliver on our brand promises.
2) We also need to act with integrity and be transparent about our use of AI.
3) And we have to show a genuine benevolence towards our customers or service users in how we use their data and interact with them. And this means integrating the human touch thoughtfully alongside AI tools.

In the session we also discussed explainable AI, ethical data stewardship, authentic social proof, hyper-personalisation, censorship, the need for critical thinking, and how AI tools will transform the relationship between people and brands over time.

You can also read more about Jonathan’s thoughts on creating brand trust in an AI world here.

You can listen to the podcast episode here or watch the replay of Jonathan’s introductory comments below.