@ryanair <\/p> catch a grip \ud83d\ude44 #ryanair <\/p>
\u266c original sound \u2013 Ryanair <\/p> <\/section> <\/blockquote>
If you read some of the negative comments, they focused on how disappointed people are with the airline service. One commenter remarked, \u201cWhy is Ryanair using AI?\u201d and another user added, \u201cSaves money. That\u2019s all they care about.\u201d<\/p>
For a brand that is usually so self-effacing and quick to respond, this time, it looks like they missed the opportunity to be themselves and connect.<\/p>
While it is true that AI can save more money (according to a survey conducted by Ahrefs, human-written content costs 4.7x more than AI-generated content), it reduces believability.<\/p>
Consider Trivago\u2019s commercial, originally featuring German football manager Jurgen Klopp, who starred in the brand\u2019s AI-powered ads; he was replaced with an AI lookalike to the dismay and confusion of viewers who posted about it on Reddit. Read the comments on the lookalike video.<\/p>
Tone Deaf Concepts<\/h3>
While not a social media example, Apple\u2019s \u201cCrush\u201d iPad Pro Ad is an example of a big brand that usually gets it right, getting it very wrong. Apple had to withdraw the ad after negative reactions, even though the production was high-quality and polished. Viewers called it \u201csoul crushing.\u201d<\/p>
The ad depicted heavy instruments: pianos, guitars, cameras, and paintings, being crushed into a single iPad, suggesting that the thinnest iPad can replace the things that people cherished over hundreds and even thousands of years. But, inadvertently, it dismissed human creativity.<\/p>
The concept was considered tone deaf and disappointed Apple fans, who are usually such ardent supporters of their creativity.<\/p>
The example highlights how the right tone is essential to get your audience to connect with your messaging. Users will respond less to generic brand messaging that feels like it was scripted by ChatGPT. Invoking positive emotions in your content that tie in with your brand values should be your focus.<\/p>
Undisclosed Synthetic Content & The Risk Of Misinformation<\/h3>
According to a study\u00a0conducted at Rutgers University,\u00a0public views on AI are mixed: While AI can assist with automation and data analysis, people prefer human storytelling for content. Users can spot AI-crafted texts and scripts easily because of tells like em-dashes and punctuation.<\/p>
Suspecting undisclosed AI-generated content could drive your users away: Over half (52%) of social media users are concerned about brands posting AI-generated content without disclosing it.<\/p>
And according to Ahrefs, 62% of respondents cited the biggest perceived risk of using AI as sharing misinformation. In the same study, most people (65%) regard human-written content as higher\u00a0quality than AI-generated content.<\/p>
Replacing The Human Touch<\/h3>
While AI can be cost-effective as mentioned above, LLMs erode trust when they replace the writing of lived real experience. As a case in point, there was immediate backlash to Google\u2019s Gemini commercial \u201cDear Sydney.\u201d A father asks Gemini to help him write a letter to Olympian Sydney McLaughlin-Levrone about how inspiring she is.<\/p>
Viewers called it sad\u00a0and disturbing, with\u00a0one commenting that\u00a0it \u201ccompletely negates why someone would write a letter to an athlete or anyone for that matter.\u201d<\/p>
How Marketers Can Demonstrate Trust<\/h2>
Authenticity will always prevail in marketing. When you\u2019re honest with your users about your product and what you can offer them, your campaigns will resonate more. Aside from avoiding the pitfalls, here are tips that we recommend for a proactive approach:<\/p>
Collaborate With Micro-Creators And Subject-Matter Voices<\/h3>
According to a Deloitte survey, \u201croughly 50% of Gen Zs and millennials surveyed say they feel a stronger personal connection to social media creators than they do with TV personalities or actors.\u201d<\/p>
Meaning good influencer marketing for your niche, demonstrating real product use, pros and cons, and reasoning will help instead of hurting your brand.<\/p>
Choose Credible Partners Over Famous Ones<\/h3>
Three in 10 U.S. adult social media users say they have purchased something after seeing an influencer or content creator post about it. However, they don\u2019t rely on follower counts for reach to establish trust. Studies find that \u201cauthenticity\u2019s direct effect on the number of followers is not statistically significant.\u201d<\/p>
Choosing a creator to partner with is less about reach and more about how they align with your brand values and their expertise they demonstrate. Select the creator with the expertise to effectively review your product and craft compelling content about it.<\/p>
According to Influencer Marketing Hub\u2019s Influencer Marketing Benchmark Report 2025<\/em>, brands are shifting towards nano and micro-influencers for targeted, cost-effective collaborations. It works because smaller creators are widely seen to be more relatable and authentic, showing real product use and reasoning in their testimonials, and are trusted within their communities.<\/p> Ensure Transparency And Clear Disclosures<\/h3>
Sprout\u2019s Pulse Survey in Q2 2024 found that 94% of consumers believe all AI content should be disclosed. While there\u2019s no universal law yet, AI-disclaiming brands using AI need to disclose AI content.\u00a0The FTC released a final rule\u00a0in August 2024 that banned fake reviews and testimonials.\u00a0To support responsible content practices,\u00a0TikTok has labels for disclosing AI-generated content,\u00a0and\u00a0Meta began adding \u201cAI info\u201d to video, audio, and image content across their platforms. YouTube requires certain effects and synthetic content to be flagged as \u201cAltered Content\u201d during video creation.<\/p>
Being transparent about partnerships and brand deals will help increase trust with your consumers. According to Sprout Social, 86%\u00a0of survey respondents said that they would be more likely to give the company a second chance after a bad experience if it has a history of transparency.<\/p>
As Google\u2019s Search Quality Rater Guidelines have reiterated, trust is the crucial component of E-E-A-T, so keep demonstrating that you\u2019re transparent about who is behind your content, maintain a positive reputation, and follow ethical content practices.<\/p>
Monitor Your Brand Mentions Alongside AI<\/h4>
If you think you\u2019re safe because your brand doesn\u2019t use AI, think again. Users who are disenfranchised with AI may have a negative perception of your brand if they see unofficial ads on AI-generated, low-quality content.<\/p>
In an email to Marketing Brew, Google spokesperson Nate Funkhouser said, \u201cYouTube doesn\u2019t currently offer advertisers the ability to opt out of appearing next to AI-generated content.\u201d<\/p>
It\u2019s always good practice to monitor where your brand shows up and disassociate from fake content to remain trustworthy.<\/p>
Tap Into UGC And Human-Led Brand Presence<\/h3>
Brands still need a human voice and faces to represent them, craft compelling narratives, and convey their messages professionally.<\/p>
A good example is HubSpot\u2019s Instagram content, which uses its marketing manager to humanize its marketing content (this example is about retargeting ads).<\/p>
UGC gives your customers a sense of participation and is more trustworthy than content from a third party, since it isn\u2019t commissioned. Not to mention, Google also surfaces more video, forums, and UGC in response to user behavioral shifts in seeking quality content.<\/p>
Support Community-Led Content<\/h3>
Invest in creators and groups with genuine influence in your category.<\/p>
Lastly, participate where the conversations happen. Niche communities on Reddit, Discord, and Threads are also great for truly connecting with your audience in a transparent way, while customers benefit by getting transparent feedback. What works in these communities is engaging in conversations, rather than just having them watch streams of your content.<\/p>
What\u2019s likely to work? Hosting AMAs and helping solve problems using Reddit vs. selling with an AI-generated avatar that misses all emotional connection to your audience? We recommend the former.<\/p>
Trust Is Being Rebuilt Through People, Not Platforms<\/h2>
Instead of solely investing in AI to generate more creative assets, try partnering with nano-influencers, adding more context and disclosures to your campaigns, and facilitating lively UGC campaigns over communities in platforms like Reddit.<\/p>
People don\u2019t get inspired by a bot or someone who hasn\u2019t actually lived the experience. Your brand earns your audience\u2019s trust through relatable creators and thoughtfully crafted content.<\/p>
The brands that win are ultimately the brands that feel more human, and the decision to lean into human-led content is yours.<\/p>
More Resources:\u00a0<\/strong><\/p> Featured Image: hmorena\/Shutterstock<\/em><\/p> <\/div>