Authenticity is the North Star for Navigating the Age of AI

Welcome to 2026, the year where artificial intelligence has become the unofficial ghostwriter of the internet. A study conducted by Ahrefs in April 2025 found that nearly 75% of new web content is at least partially generated by AI.   

When AI first arrived on the scene, it presented an exciting opportunity for PR professionals to go from idea generation to publication within minutes. But that speed and ease of use may have been too good to be true, as now a constant deluge of AI-generated content oversaturates online spaces.  

Consumers are beginning to recognize patterns of speech that indicate when content is AI-generated. When the same words and phrases are Frankensteined into something vaguely human-sounding and passed off as original, it rubs audiences the wrong way. That homogenized messaging comes at a steep cost to brand credibility. 

Recent news stories confirm a growing cultural shift against the use of AI. Studies show that when people find out something was produced with AI, they tend to trust it less. In a statistic that reveals a rare generational consensus, CivicService found that up to 45% of Gen Z and 44% of Boomers oppose the use of AI in advertising. Meaning that while AI presents itself as a great opportunity to create content at speed, it also carries limitations that can negatively impact your brand reputation.  

Audiences are increasingly looking for what feels real and original. Luckily, companies don’t need to abandon the use of AI altogether to earn that trust – only learn how to use it in a way that makes sense for them. 

Find your brand’s authentic voice. Stick with it. 

AI offers enormous opportunities, especially in the world of fintech, but it should never replace the human voice, vision, or values that define your brand. It can be tempting to use AI tools to rework content to be “better”, but when better means more like everyone else, brands risk sounding indistinguishable from all the others.  

A clearly defined voice builds recognition and trust over time. AI can support the process, but humans should always set the tone, make the final calls, and ensure content accurately reflects what makes the brand unique.    

Lead with human stories and experiences. 

Consumers are pushing back against robots providing answers to human problems. They want to hear from trusted individuals with clear, thought-provoking perspectives shaped by lived experience. 

Thought leadership will continue to be one of the strongest PR strategies as people look to industry leaders as a source of unfiltered truth and original thought. Content surrounding human insights and experiences is considered far more trustworthy and is more likely to be read, shared, and remembered.  

Embrace creativity. 

AI-generated content relies almost exclusively on existing information, limiting its ability to bring fresh ideas to the conversation. Meanwhile, human creators have the ability bring new perspectives on emerging trends and experiment in ways that capture attention.  

Don’t be afraid to get out of the box! Often, the brands that stand out are the ones that dare to do things differently, even if it requires more time and risk.  

Use AI thoughtfully, rather than automatically.  

There’s no need to eliminate the use of AI from your PR strategy. Afterall, AI has its benefits, from streamlining processes to automating repetitive workflows that free up time for higher-level thinking. According to Muck Rack’s 2026 State of AI report, 82% of PR pros say AI increases the quality of their work. 

Still, AI is a tool intended to enhance, rather than replace, the creative and strategic elements of PR. For best results, companies should use AI alongside human employees. Humans can validate accuracy and find ways to add personalization and creativity where AI falls short.  

The unique voice of a human creator, emotional connection, and authenticity are things that AI cannot yet replicate. If we use AI thoughtfully and transparently, we can continue to harness the benefits of innovation and build trust with our audiences, without losing sight of what makes us human. 

Contact us today to learn how we can help you develop an authentic PR strategy that can’t be replicated with a prompt.