Since the launch of ChatGPT, OpenAI, and other language learning models, the role of AI in business has been marketing And communication raises questions about transparency and trust. Should companies disclose AI’s involvement in content creation, or does it potentially erode trust in the company? Research from Big Valley Marketing shows that while transparency often builds trust, AI Disclosure could actually have the opposite effect, with around 80% of people reporting distrust of AI, potentially widening the existing trust gap.
PRNEWS spoke with founder and CEO Tim Marklein. big valley The role of AI in marketing, content, how communicators can bridge the trust gap, and what brands, organizations, and celebrities can disclose.
PRNEWS: Why do you think there is such a disparity in consumer trust when it comes to the involvement of AI in content creation?
Tim Marklein: The lack of trust is primarily due to the fear of the unknown that is typical of most new technologies. It can fade over time. A more persistent challenge is that people are worried about their jobs. Is AI the next big productivity advancement, or is this the moment when machines start to take over the world, and more specifically, your job?
PRNEWS: How do you think AI disclosure policies are evolving compared to less regulated industries like academia and journalism? marketing?
Markline: Academia and journalism have outlined the most restrictive guidelines for generative AI. This trend is fueled by plagiarism and copyright concerns that are shaking the foundations of both fields. In other industries, automation and productivity are more powerful forces, especially as individuals and businesses seek to accomplish more with less. However, this does not mean that there will be no original thinking or creative ideas. We expect both to become key differentiators as AI commoditizes other parts of the system. marketing mix.
PRNEWS: When should companies disclose AI involvement in content production? Is there a certain threshold that makes disclosure more important?
Markline: The current challenge is that AI disclosure means different things to different people. Some argue that writers don’t need to disclose their use of AI for research or editorial assistance any more than they disclose their use of Google search or Microsoft’s spell check. Some argue that disclosure is mandatory because people are concerned about bias, plagiarism, and misinformation. There is an assumption that “transparency breeds trust,” but this doesn’t really work when (according to our research) 80% of the general public doesn’t trust AI.
There are two specific recommendations at this time. First, we agree with several industry groups that focus on “substantial use” as a milestone to begin AI disclosure. This is an established legal and business threshold that often applies to the creation of AI content. Second, we recommend keeping disclosures short and specific, focusing on who and why AI will be used, rather than what and how it will be used. People evaluate for themselves who was responsible for its use (who) and whether it was appropriate (why).
PRNEWS: How important is the terminology used in AI disclosures? Can certain words or phrases influence consumer perceptions?
Marklein: It’s still too early to tell. Most current AI disclosure guidelines are first-wave efforts, primarily based on an organization’s existing ethical, brand, or professional guidelines. There is little empirical research demonstrating what actually resonates with customers and the public. That said, we recommend using very human language in your AI disclosures, as trust is the goal. Avoid legal jargon, clichés, corporate language, and industry jargon.
PRNEWS: How can aggressive labeling of AI-generated content help or hurt a brand’s reputation?
Marklein: Proactively disclosing the use of AI, whether as part of a product, service or content, can be positive in the long run to drive both trust and adoption However, there are many challenges in the short term. Brands need to be thoughtful and authentic in their AI disclosures, listening carefully to stakeholder feedback and adapting accordingly. As always, trust is earned over time through both words and actions.
PRNEWS: Are there any examples of companies successfully disclosing AI? What can we learn from their approach?
Marklein: It’s still too early to tell which companies are successful in managing AI disclosure. We found and reviewed numerous disclosure policies from companies such as Microsoft, Meta, TikTok, McKinsey, Home Depot, Sports Illustrated, and Ernst & Young. Policies will, of course, vary by industry, audience, and company culture. The key takeaway is that all companies need to establish clear and informed AI policies, guide employees, and establish a structured approach to addressing customer questions.
PRNEWS: Do you think AI disclosures will become a standard expectation for consumers, similar to privacy notices, in the near future?
Marklein: Yes, we believe that AI disclosure will become a standard expectation for consumers, businesses, employees, the public, and others. But if it turns out to be an incredibly long, overly legalistic privacy notice, you’ve failed. Marketers and communicators must take a leadership role to ensure simple, authentic language that resonates while actively seeking and internalizing feedback from stakeholders.
