How does your brand remain authentic in the age of AI?

Have you inadvertently visited the Uncanny Valley? AI is undeniably useful, especially for businesses looking for an edge. To be completely upfront, we're not against AI, but it has its place, and definitely has places it shouldn't be which we call the AI no-go zones. Every business needs them.

Have you taken a walk in the Uncanny Valley?

You may not notice it right away, but something apparently human starts to feel not quite right, and soon becomes creepy. When something artificial presents as human, like a photo, piece of writing or an animation, willing engagement becomes disbelief and suddenly you're in the uncanny valley. The term was first coined in 1970 by Japanese roboticist Masahiro Mori.

Psychologists and cognitive scientists call it a perceptual mismatch. When our brains recognise human traits but notice subtle flaws it causes cognitive dissonance. We instinctually perceive this inconsistency as wrong or as a potential threat. Even if we know the thing is artificial, the fact it presents as 'too human' creates a feeling of mistrust.

Trust is hard to earn and easy to lose. Have you ever used an AI generated image in your marketing? How close was it to 'real' and is that undermining your authenticity?

With the onset of AI, human culture has adapted rapidly, it’s what we do. We’re dubious about what we’re seeing, are new wired to reject fakery, and seek proof of authenticity. This is a good thing for the brands who are proving their authenticity on a daily basis.

Authenticity is the new currency of brands

At Studio Outside our focus is the moments where your brand meets your customer, so every touchpoint feels consistent, considered, authentic and unmistakably yours. The brands that make real connections are the ones with real stories, real people and real experiences. Scrutiny is automatic, so brands must work hard to express their authentic selves.

Top tips for staying authentic

Set your AI no-go zones. Smart business operators are setting no-go zones for AI in their business. Sorting out your emails? Sure. Automated sales emails? No way, these relationships are too important. Business-critical customer engagement is no place for AI so add it to your no-go list for AI strategy.

Trying something you've never done before? Great! Being bold is what life is all about. Consider if the task should be on your AI no-go list, or break it down into parts for go / no-go.

Ever met someone who presents themselves differently every time you see them? Inconsistency is confusing and potentially unsettling. It's the same for your brand, consistency is key.

Define your brand values. Clear and strong values that are expressed through your business and marketing are part of being genuine.

Find a purpose. There's nothing like an altruistic goal to focus your energies. If well communicated and backed by evidence, your brand's sense of purpose is an easy way to expose the human story behind your brand and show transparency, honesty, and your caring nature.

Fill your socials with real emotion and stories that are unmistakably human. Casual photos are OK because it's just life. Have fun, be funny because humour is hard to fake, but keep the look and voice consistent.

Brand personality. Perhaps the most uncanny aspect of AI is its simulation of personality. In branding we talk about brand personality, which is the way a brand becomes relatable. To create consistency define your brand personality in detail, stick to it and keep the AI out of it.

Review. Review. Review. When you use AI scrutinise it, rewrite it in your own words, seek out real photos instead, be 100% sure it's on-brand and the AI hasn't got it wrong. You wouldn't want to break the trust of your customers.

No room for fakers

Remember, authentic can't be faked! Humans are too savvy. In the age of AI humans have become hyper-focussed on sniffing out the fakers so keep it real.