CUSTOMER EXPERIENCE
According to Jeremy, AI should be used“ where it makes sense” – for scale, insights, saving time and giving marketers a head start – but over-relying on the tech can significantly damage brand trust.
“ As soon as you start to treat it like a shortcut, you risk losing human touch, which sends the wrong signals to your audience,” he warns.“ It shows that you don’ t value them enough to have care and craft. Marketers must be conscious of that.”
When it comes to customer satisfaction, Intuit’ s‘ Brand Trust in the Age of Information Overload’ research finds that just 30 % of consumers are comfortable with AI-made content with‘ extensive’ human input and oversight, while 48 % say they want entirely human-made brand communication.
“ It is crucial to be authentic in voice, tone and empathy,” Jeremy explains.“ After all, there are real people on the other side of marketing campaigns who think and feel things. We see a future where marketers will benefit most from harnessing the empathy, creativity and instinct of human perspective – deployed with the speed, precision and scale that AI makes possible.”
Transparency is one of the key ways a brand can improve customer trust – with research from Intuit finding that, while 32 % of consumers say they trust brands less today than in the past, more than half of that group say clear brand transparency could help rebuild their trust.
But how can brands build a more transparent marketing strategy? According to Jeremy, it might come down to the numbers.
“ There is a need for transparency when it comes to data usage – which is another foundational element to effective campaign messaging,” he says.“ Marketers must be data-informed, not data-overloaded, but less than a third of marketers currently use preference or frequency data, or browsing behaviour – despite these being among the strongest drivers of relevance.
“ Without accurate data, personalisation cannot be achieved, and campaign messaging remains untailored.”
The devil’ s in the details In order for a brand to feel authentic to a consumer, it needs a personality. Getting this wrong, however, can tank the level of trust a brand has with its audience – whether that’ s because the approach isn’ t aligned with the company’ s actions, or because it just feels forced.
100 November 2026