The Future of Brand Authenticity in the Age of AI

by Julianna Rogala, VI360

At VI360, we often say authenticity is at the heart of every brand. But what happens when the same tools meant to help us connect with people, like AI-driven content, synthetic influencers, and deepfakes, start to blur the line between real and fake?

Consumers are more discerning than ever. They notice when something feels off, when a message is too polished, or when a campaign lacks sincerity. Today, they quickly call brands out for it. The real challenge isn’t whether to use AI, but how to use it responsibly while keeping the trust that supports your reputation.

We’ve already seen what happens when brands push too far. Vogue’s August 2025 issue, for example, featured AI-generated models. On paper, it was a bold step into the future. In practice, it divided audiences. Many readers felt the glossy, computer-generated faces stripped away the human artistry that makes fashion so compelling. Some even cancelled their subscriptions in protest (Indiatimes, 2025).

It’s not just fashion. Across Instagram and TikTok, AI-generated influencers are emerging - digital personalities created by algorithms rather than lived experiences. They may be cheaper and endlessly available, but a Financial Times report revealed that human creators still deliver deeper, more meaningful engagement. Trust, it seems, can’t be automated.

 That’s not to say AI has no place in branding. Far from it. Some organisations are showing how to embrace innovation while protecting integrity. Luxury groups such as LVMH, Estée Lauder, and Nike have even created new leadership roles - Chief AI Officers - dedicated to guiding responsible adoption. Their role is simple but vital: harness efficiency without sacrificing authenticity.

And the most successful use of AI so far has been collaborative. Lexus famously used AI to draft a commercial script, but it was human directors and creatives who shaped the story into something emotionally resonant. The final product worked because it combined machine intelligence with human intuition.

What does it take to stay authentic in a world shaped by AI? It starts with being transparent. People want to know when AI is involved, and brands that are open about it build trust instead of doubt.

It’s also important to remember that AI should not replace the human touch. Algorithms can create content quickly, but people add empathy, humor, and nuance - qualities that truly connect. Defining your brand’s ethics is another key step. For example, Dove has promised not to use AI-edited images in its campaigns, supporting its long-standing 'Real Beauty' message. Clear boundaries like this help build trust.

Most importantly, see AI as a creative partner, not a replacement. Use it to spark ideas, try out new things, or handle repetitive tasks, but keep people at the center of your storytelling.

Being authentic in the age of AI doesn’t mean avoiding new technology. It means using it in ways that build your credibility, not weaken it. Brands that find this balance will stand out and earn the loyalty of people looking for something real in a world full of simulations.