AI is constantly changing and impacting our lives. This makes judging what you see online so much more challenging. The internet and social media are pivotal parts in day-to-day life from checking the news, following trends, or seeing a new product your favorite brand released. Nowadays, AI is actively reshaping how we experience this content every day, especially on social media.

Today’s audiences are already questioning what they see. According to Pangram, 71% of US adults say they come across AI-generated content at least a few times a week, and 35% of them aren’t confident they can tell what’s real and what’s not.

For consumers, the takeaway is clear: understanding how to identify what’s real versus what’s AI-generated is more important than ever.

For brands, this skepticism creates a new challenge: earning trust in world where audiences are starting from a place of doubt.

Can We Trust the Content? AI vs. Human Creation

1. Death of “Seeing is Believing”

For as long as a camera or cell phone has existed, you’ve been able to capture a photo, video, or voice recording. A photo or video used to consider strong evidence that a specific moment happened or certain words were said. But now, AI-generated images, videos, or voice edits make the credibility of these types of media much harder to believe.

Examples of AI-generated Content:

Product photos that weren’t photographed in real life. This can often be found in marketing images for new products, especially with backgrounds of photos.
AI-cloned voices to imitate a real person. This could be altering voicemails to manipulate what an individual is saying to change the dynamic of the conversation.
“Before and After” transformation videos. AI edits that show unrealistic results such as weight loss, hair/skin products, and other beauty changes.

What used to feel like clear, reliable proof is now easy to recreate. As generative AI continues to replicate visual and audio cues, we once trusted, the line between real and artificial is becoming harder to define.

Trust has been broken when it comes to what is reliable vs. what is AI-generated.

2. Creativity Comes from Human Experience

In a world where “seeing is believing” no longer applies, trust shifts from the content itself to the human perspective behind it.

Storytelling in the social space has been the forefront of captivating content. The best stories come from unique perspectives, experiences, risk-taking, and emotions. Human created content often relates more deeply to the viewers by drawing in these personal experiences while fostering trust in the brand with the audience.

Original ideas are brought to life from human insights, collaboration, and creative exploration. While AI can generate content quickly, it often produces similar writing styles, aesthetics, and ideas that are recycled. This leaves gaps in a brand’s story and goals for building meaningful connections.

3. What are Social Platforms doing with AI-generated Content?

As AI-generated content becomes more common, you might be wondering what social platforms are doing to help viewers identify what AI-generated content is and what human created content is.

One of the biggest leaders in this space is Meta. Instagram and Facebook label content as “AI Info” when the piece of content is detected as AI-generated or the creators discloses that information. TikTok has taken a similar approach, asking creators to label their content if it is AI-generated or automatically apply a label to content that is completely or significantly edited with AI.

These features reflect a growing priority across platforms: transparency. Viewers want to know what they’re looking at. These features help viewers establish what can be verified and trusted.

How Brands Should Approach Generative AI Content

As platforms push for greater transparency, brands have a clear role to play in building trust with their audiences.

The most important step is simple: be transparent with your audience. If you choose to use AI-generated content, take advantage of the features that Meta and TikTok offer to clearly communicate that to your audience.

This level of openness will build a deeper sense of trust and brand loyalty within your audience. Social media is a place where people connect, have conversations, and build community. Brands that are transparent about AI-generated content are positioned for success to build long-term customer relationships.

How do the Viewers React to AI-generated Content?

AI-generated content is everywhere. Stretching across the digital media space in different ways, from news content to voice recordings, and social media graphics. And as its presence grows, so does audience awareness.

Viewers are getting better at spotting what posts are credible vs. what may be misleading. But while AI makes content easier and faster to produce, it doesn’t necessarily make it more impactful. Only 26% of consumers prefer generative AI creator content to traditional creator content. That gap highlights an important truth: audiences aren’t just consuming content but evaluating it.

Audiences can quickly point out characteristics about their favorite creators that are lacking in AI-generated content.

A few examples or what AI struggles to replicate:

Personal connections and “signature” way of storytelling
Authenticity, and what makes you, you! (people like to see the good, bad, and ugly)
Recognizable editing styles, audios, and personal branding

These human elements are what make content memorable and believable.

What’s Ahead for Content and AI

AI isn’t going away. In fact, it will get stronger as it evolves so as viewers, we can’t ignore it. There are a few things viewers and marketers can grasp as takeaways.

Viewers:

Remind yourself that AI-generated content exists in all spaces and platforms.

Check the source and what account it was posted and who is associated with those channels.
AI-generated content is going to increase as more brands and creators use it to produce daily content.

Marketers and Brands:

Strengthen your audience’s trust with human created content.
Use AI for brainstorming and organizing thoughts but not the final product.
Use it to your advantage if deemed appropriate! This can be done with 24/7 responsiveness for customer complaints, questions, and feedback.

One of the biggest lessons we can learn from the rise of AI-generated content is that people like people! Humans love to hear stories and real-life experiences from the source. The person behind the camera plays a huge role in not just the content itself, but how it’s felt and received. As creators this is where our impact lies; we want to be the reason people care and relate to the content. Let’s keep the social space fun, authentic, and real.

Strong Content Starts with your Team

Looking for a strong, creative, and strategic social media team that understands the value of human created content and storytelling?

Check out how Brandience helps brands grow and win on social media! Learn more about Brandience and our retail, franchise, restaurant, and healthcare marketing results.

‍

About the author:

Emily Edwards is a Social Media Content & Community Management Specialist at Brandience, where she brings brands to life through thoughtful, storytelling-driven content and fosters authentic connections through community engagement. Throughout her career, Emily has contributed to campaigns for well-known fast-casual and restaurant brands. Turning ideas into storytelling content is her passion. Connect with Emily: https://www.linkedin.com/in/emilyedwardscreates/