25 Sep Welcome to the Trust Economy. I’m Sorry We’re Here.
Yesterday The Verge published “We Are Not Ready for Better Deepfakes.” It warns that we’re heading into a world where anyone can make videos that look real but never happened.
Creating a future no one asked for, we are being dumped into a reality where people will use AI to mass produce fake content at industrial scale. And it’s optimized for believability (bias is a hell of a drug).
In the long, long ago – that’s about 6 months in AI time – iProov found that only .1% of U.S. and U.K. consumers could accurately distinguish real from. Other research from Temple University shows 67% of Americans have encountered fake news on social platforms. MIT found fake stories spread six times faster than real ones.
These numbers will only get worse because AI makes manufacturing plausible lies stupidly easy.
Pretty soon we’ll hit a tipping point. Where once we could reasonably assume trust and you would have to lose it, we will now assume nothing is trustworthy and you will have to prove it.
Welcome to the trust economy: when we’re so f***ing tired of sorting through the fake bs, we put a premium on its opposite like it’s a luxury.
Where trust is the biggest prize and the winner is the brand that gets there first.
In a world drowning in fakes, brands that quickly communicate trust, rather than let it build, will stand out like an oasis in the desert.
Real emotion and belonging will be your biggest advantage.
Belief and meaning will be highly attractive differentiators.
These are what create trust and authenticity.
Trust has always been valued, but in a world dominated by AI generated nonsense it will be even more prized.
The companies I work with are already prepared for this future.
Fading are the days of “build a relationship with your audience over time.” We’re quickly heading into a world of “if people can’t immediately tell you are genuinely authentic from the start you will literally not be able to compete at all!”
I’m sorry things are getting to a place where trust is no longer a value, it’s a strategic asset, but here we are. Get ready.
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