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If someone were to say that AI was a hot topic in 2023, it would be an understatement. Many brands are rushing to embrace these new tools, but it's important to look at the bigger picture. The hard truth about AI is that it is bringing about significant changes, and will continue to do so, which we must learn to navigate. Therefore, it is crucial for brands to understand what role they can and should play in a world increasingly dominated by AI.
In the 2010s, the world shifted from traditional media to social media as the primary source of information and knowledge. This transition led to an exponential increase in fake news and misinformation. Across the globe, a sense of dissatisfaction arose due to the effects of this false information.
Now, in 2024, the rise and growth of fake news, misinformation, and distortion of reality are likely to become even more severe. As AI tools continue to develop at an exponential rate, we will witness a new shift from the era of 'deepfakes' to the era of 'cheapfakes.' Those who think this is mere speculation are mistaken. In fact, this new reality is already present in many ways.
In 2023, Google's latest Pixel smartphone featured built-in AI tools that allowed users to remove unwanted objects and even people from photos taken or uploaded to the phone. At the same time, some of the biggest "break the internet" moments of the past year revolved around AI and the creation of fakes. One incident involved a mother being tricked into thinking her daughter had been kidnapped, when in reality, everything was faked using the latest AI voice technology. Later in the year, the internet went wild over what appeared to be the Pope in a puffer jacket, but the image was actually created in seconds using MidJourney. Finally, @deeptomcruise became a breakout social media star on TikTok, astonishing the world with incredibly realistic but ultimately fake portraits of one of the world's most famous actors.
Still not convinced? Consider this: by 2025, it's predicted that 90% of online content will be created using AI. The perhaps uncomfortable truth is that we are entering a new reality where it will be easier and cheaper than ever to fake almost anything. In this reality, everyone will start questioning everything.
But how can brands best operate in this world? While brands should embrace new AI tools to accelerate creativity, there is a larger and more important role for them to play. In a world where 68% of consumers are concerned about the spread of fake news, and 78% believe AI-generated content should be clearly labeled, brands must seek the truth. They must not only stay true to themselves but also fight for truth within their category. Conclusion for brands: in an increasingly fake world, brands must seek the truth.
**How can brands respond to this trend?**
Fight the fake
With its long-established brand idea "Real Beauty," Dove successfully built upon the 'Cost of Beauty' campaign in 2023. This campaign tackled the fake beauty standards of social media and their harmful effects on young women worldwide. Brands can learn from this and should seek ways to combat fakeness in their sector and its detrimental effects.
Be true to yourself
One of the biggest brand fiascos of 2023 was Bud Light's collaboration with transgender influencer Dylan Mulvaney. The campaign turned out to be both a cultural and commercial disaster, with AB InBev seeing a 10.5% drop in sales. Why did it go so wrong? Partly because the brand was simply not true to itself and ignored the fact that most of its drinkers were middle-aged and ultra-conservative men. This outcome made the campaign feel like nothing more than cynical 'purpose washing.' Brands can learn from this, and in a world full of fakeness, staying true to oneself has never been more important.
Reveal the truth
One of the most exciting growth stories of 2023, and a client of Defiant, is ZOE Nutrition. Through their fantastic podcast, the brand has experienced exponential growth in 2023 by revealing the truth about what does (and doesn't) work in terms of food and nutrition. Brands should take note and create informative and truthful content to educate a wider audience.
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