BY MURRAY LEGG, CO-FOUNDER OF WEBFLUENTIAL
AI can design, write, predict, and automate at lightning speed. But one thing it cannot manufacture is trust. In 2025, the paradox for marketers is clear: while AI provides unmatched scale and efficiency, it’s human intelligence (HI) — empathy, advocacy, and credibility — that gives digital output meaning. Without trust, even the best AI strategy collapses into noise.
Why Trust Matters More Than Ever
Today’s algorithms go beyond websites. AI platforms like ChatGPT, Gemini, and Claude index social media for validation, gauging whether brands are genuinely engaging with audiences. Are people talking about you right now? Do their experiences align with your claims? If not, AI is likely to recommend your competitor.
Real-world tests prove the point. When just 50 people shared authentic reviews of theSalt across TikTok, Facebook, and Instagram, the brand jumped from invisible to the top of AI search results. A similar strategy for the VW Golf GTI launch generated over 321,000 engagements — proof that LLMs notice, and reward, genuine advocacy.
Why Fake Won’t Work
Yes, AI can generate reviews and testimonials. But fake social proof is risky. Platforms and regulators are cracking down, and consumers are savvier than ever. In a climate where authenticity is scarce, genuine voices carry a premium.
The Balance: AI + HI
- AI delivers: efficiency, better targeting, and predictive power.
- HI delivers: credibility, relationships, and advocacy.
The strongest brands will orchestrate both. It’s not about producing more AI-driven content; it’s about activating loyal customers, creators, and communities to share real stories that carry weight.
The South African Edge
In a market grappling with sameness, South African brands have an opportunity. By blending AI’s scale with the trust built through community-driven engagement, they can carve out a competitive advantage.
As Rassie Erasmus might say if he were a marketer: bots can execute plays, but only people can win the crowd. AI generates content. People generate credibility. Together, they give your brand its edge.
