AI's double-edged impact on brand safety

""As AI takes over and we have all this slop or synthetic content flooding our feeds and influencing the algorithms, trust is going to be impacted. Trust and quality of content could be really, really important in the coming year or two.""

""You're having to think, is this real? Which is a bit of an issue. The problem that creates for brands is that the more this kind of inauthentic content is proliferating on these platforms, how do they go about traversing this and ensuring that they're showing up in the right places?""

""I think that mistrust also would just make people want to gravitate towards brands they already trust and content they already trust versus being open to new types of digital experiences in general.""

""Analysts said people think AI-generated videos are worse at emotional storytelling quality than human.""

AI-generated content is overwhelming social media, leading to brand safety challenges and a crisis of authenticity. Over 20% of YouTube's recommended videos are AI-generated, causing consumers to question the reality of content. This mistrust may drive consumers towards familiar brands, limiting their openness to new experiences. Additionally, AI struggles with emotional storytelling, further complicating brand safety. Experts warn that the proliferation of low-quality content could significantly impact trust and quality in the coming years.

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