Fostering customer trust in a world of artificial intelligence
Over the holidays, I was struck by the amount of AI-generated imagery on my social feeds—from fabricated holiday photos, to Norman Rockwell-inspired Christmas scenes and obvious AI Santas. These AI-generated photos can be fun, but it's concerning how realistic they look.
With the rise of AI, it is becoming more challenging to distinguish what is authentic and what is deceptive. According to Cira's 2025 Canadian Internet Trends Report, the use of AI tools has more than doubled from 2024, with one in three Canadians having used them in the past year. Yet, 74% of Canadians are worried about AI-generated fake content. This is a significant shift in the mindset of consumers that brands need to be aware of as they work to build and maintain trust.
As professionals, using AI to be more efficient and productive makes sense. Using AI to predict customer behaviours and deliver relevant offers, summarize client information before a sales call, or generate images for a video storyboard are just a few of the ways we can leverage AI to unlock value.
But, as marketers, we need to be careful not to blur the line between efficiency and authentic brand voice. AI can streamline tasks, freeing up time for strategic thinking and creative expression, so teams can reach customers and build real emotional connections.
At Co-op, we recently launched a commercial promoting membership with a throw back to the 1980s. (Watch below.) No stone was left unturned in sourcing retro merchandise, store signage and fixtures as well as appropriate makeup and wardrobe.
The team did a great job bringing Co-op authenticity to the commercial. But, even with all that planning, customers still asked, “is it AI?” Luckily, some behind-the-scenes footage from the commercial shoot provided a great opportunity for shared conversations with our members and debunked the AI concerns. This experience demonstrates how the rise of AI-generated content has transformed how people consume media today—with red flags up! Even with trusted brands, customers don’t know what to believe anymore.
So, what’s the verdict on AI? You should be investigating, learning and integrating AI into your business practices to find efficiencies, but also exercise caution when it comes to marketing and brand voice. A 2025 report from KPMG found many Canadians feel unprepared to take advantage of AI. Less than one-quarter (24%) of Canadian respondents say they have received training in AI and 39% say they never use AI for work. This presents an opportunity for companies to invest in training, guidelines and support for their teams when it comes to using AI.
Stop and think next time you want to get that social post out quickly. Is this AI-generated post worth the risk of losing the consumer trust you have spent years or even decades building? Authenticity matters. As marketers, let’s use AI as a tool not a solution.
