AI mentions alone do not guarantee brand trust, analysis finds

Image credit: Search Engine Journal

Brands mentioned in AI-generated responses may not be perceived as credible by audiences unless the content itself is convincing, according to a new analysis released Thursday by communications agency Burson.

The report, titled ‘The Credibility Paradox,’ emphasized that the persuasive quality of AI answers held more significance for effective brand communication than merely achieving a mention.

Burson collaborated with AI marketing platform Profound, utilizing its proprietary Decipher model to forecast the convincingness of AI responses, the agency reported.

The analysis found that concrete claims within AI answers were consistently rated higher in credibility than abstract statements. Responses concerning products or workplace culture also proved more believable to audiences than those related to governance or leadership.

Business audiences demonstrated a 10 percent higher perception of credibility for AI responses, prioritizing information related to innovation, Burson said. Conversely, consumer audiences focused more on workplace culture and product details when assessing believability.

For the study, researchers posed questions about 85 companies to seven different AI platforms. This process generated more than 55,000 predicted credibility scores, according to the report.

The findings suggest that companies should prioritize the quality and specificity of information provided through AI channels to build trust, rather than solely aiming for brand visibility.

Source: Search Engine Journal