We use the word “authentic” more often than we feel comfortable admitting. From creative briefs for content creators and influencers to lengthy campaign proposals, “be authentic” is the North Star to which we all continually redirect our positioning.

“Be authentic”; it’s an easy enough thing to recommend, and yet an increasingly ephemeral concept for creatives, for clients, and for the average social media consumer. We’re all clamouring for it in our own way. Authenticity is the foundation of trust and connection on social media. It fosters meaningful interactions among audiences and allows creators and brands to distinguish themselves within a heavily saturated digital landscape.

While there’s no handy ‘authentic-o-meter’ for us to quantify authenticity on social media, it doesn’t have to be an elusive process either. Instead, think of it like becoming a social media Sherlock Holmes. Look out for content that consistently aligns with brand or personal values and receives genuine engagement. Long-term focus is another telltale sign of authenticity, as brands and creators committed to building real connections prioritise sustained engagement over fleeting trends that aren’t relevant to their values. Cracking the authenticity code means running an effective, brand-building strategy (chat up our Social & Content Director, Daniel Lattimer, if you’re interested in how Big Group can help).

From the spread of fake news and breaches of data privacy, to the toxic culture of online harassment and endless echo-chambers, the dark side of social media isn’t exactly a new phenomenon. Now, with the rise of AI, it seems we’ve found a new villain. (When you’re generating billions of dollars in Silicon Valley though, you can take a few punches.)

It’s no surprise that people might give AI major side-eye when it comes to its use on social. It can be attributed, at least in part, to some of the issues that arise in the digital world. With the ability to produce highly convincing text, images and videos, incorrect use of AI can spread harmful misinformation at a large scale.

The truth is, AI isn’t some malevolent force lurking in the depths of our feeds. It is simply a tool that, when used correctly and ethically, has the power to assist us in our quest for authenticity. It can help us to brainstorm concepts, generate thought-starter ideas, and even offer the ability to streamline workflow processes or experiment with new styles.

How does a brand distinguish itself in an oversaturated digital landscape using AI while remaining authentic to their core?

Rethink Agency crafted an entire campaign for Heinz solely using AI-generated images after discovering that any ‘ketchup’ imagery it created had a striking resemblance to their iconic branding. Transparency about their use of AI was central to the campaign. They set an example of using AI as a tool to encourage authentic creativity rather than replace it.

On the flip side, the Mercedes AMG F1 Team’s recently shared an AI-generated poster as part of their LEGO partnership, sparking negative backlash. This sudden and unexplained departure from their usual approach of real behind-the-scenes content left their audience disconnected and disappointed, proving the importance of transparency when using AI in authentic content creation.

Brands must recognise the significance of using AI to craft compelling social-media content; these tools aren’t going away anytime soon. Businesses that fail to leverage them risk falling behind their competitors with heavier content creation bills and slow turnaround times. However, it’s vital to prioritise creating content that feels true to your brand’s personality and “humanness” – as always, quality over quantity.

Authenticity manifests differently for each individual, creator, and brand. No matter how authenticity looks for you, AI is a powerful tool that can bring your visions to life. Brands must navigate the evolving world of AI on social media with an emphasis on transparency and honesty, striking a balance between openly leveraging it to amplify their unique, authentic identity and ensuring that human creativity and expression remain at the forefront of their content strategies.