When Coca-Cola released an AI-generated version of its iconic Christmas advertising campaign in late 2024, the reaction was immediate. Consumers criticised the campaign as artificial and emotionally hollow, questioning whether one of the world's most recognisable brands had sacrificed authentic storytelling in the pursuit of efficiency.
The backlash was not really about artificial intelligence. It was about authenticity.
Nearly two years later, not much has changed.
If anything, the problem has intensified. Publishers have been forced to correct AI-generated articles containing factual inaccuracies. Fashion brands such as Gucci have attracted criticism for AI-created campaigns that appeared at odds with their heritage of craftsmanship and creativity. Spotify has faced concerns about AI-generated music flooding the platform. Social media companies continue to battle waves of low-quality AI-generated content designed to maximise clicks rather than create value.
The message is clear: while AI has become more powerful, businesses are still grappling with how to use it responsibly.
Generative AI has dramatically lowered the barriers to content creation. What once took days can now be produced in minutes. Articles, social posts, videos, imagery and presentations can be created at scale and at a fraction of the cost.
The result has been an explosion of synthetic content across digital platforms. Increasingly, audiences are encountering material that feels repetitive, generic or disconnected from genuine human experience. This phenomenon is often described as "AI slop" – low-quality, mass-produced AI-generated content that prioritises volume over value.
For organisations focused on building trust, reputation and stakeholder relationships, this creates a significant risk.
Most people accept that businesses will embrace technologies that improve efficiency and productivity. But they do not accept technology as a replacement for judgement, creativity and expertise.
The fact is that you just can’t fake authenticity.
At Baldwin Boyle Group, we see this challenge every day. Organisations are under pressure to communicate faster and across more channels than ever before. The temptation to let technology do too much is understandable. The risk is that in the pursuit of speed, businesses lose the distinctive voice, insight and credibility that make them who they are. And as a result, they erode what makes stakeholders want to pay attention in the first place.
Why credibility matters more than efficiency
Used well, AI can be a powerful tool. It can accelerate research, support content development, generate ideas and automate repetitive tasks.
But efficiency alone is not a communication strategy.
Without appropriate oversight, AI-generated content can introduce factual errors, visual inconsistencies, copyright concerns and messaging that conflicts with organisational values. A single mistake can spread rapidly, particularly on social media where audiences are quick to identify and share examples of poor AI-generated content.
The lesson from recent controversies is simple: organisations are being judged not on whether they use AI, but on how responsibly they use it.
That is why at BBG we encourage clients to think beyond productivity gains and focus on trust outcomes. Every piece of communication ultimately contributes to reputation, and reputation is built through consistency, credibility and accountability.
AI should be an enabler, not a replacement.
The most successful organisations are treating AI as a powerful assistant rather than a substitute for human expertise.
AI is excellent at accelerating processes and generating options. What it cannot reliably replace is strategic judgement, emotional intelligence and authentic storytelling.
Great communication remains fundamentally human. It requires an understanding of audiences, culture, context and stakeholder expectations. These are areas where experience, curiosity and judgement still matter most.
Businesses that find the right balance can capture the benefits of speed and efficiency without compromising trust.
The key is ensuring every piece of AI-assisted content passes through a rigorous human filter before it reaches an audience.
At BBG, AI is increasingly part of our workflow, but it is never the final decision-maker. Strategy, judgement, client counsel and editorial oversight remain firmly in human hands. We believe technology should enhance expertise, not replace it.
Authenticity is becoming a competitive advantage
As AI-generated content becomes more common, authenticity is the new point of difference.
Organisations that can communicate with clarity, credibility and a genuine human voice will stand out in an increasingly crowded information environment. This does not mean rejecting AI. It means using it thoughtfully.
The organisations that will thrive are those that combine technological capability with strong editorial standards, clear governance and active human oversight. They understand that technology should strengthen their brand, not dilute it.
Organisations that invest in genuine expertise, meaningful stakeholder engagement and credible communication will be far better placed to stand out as AI-generated content becomes increasingly commonplace.
Four actions every organisation should take
1. Strengthen quality control
Implement robust review processes for AI-generated content. Verify facts, review visuals carefully and ensure all outputs align with brand standards and organisational values.
2. Prioritise relevance over volume
Resist the temptation to publish more simply because technology makes it easier. Focus on creating content that delivers genuine value to audiences.
3. Keep humans in charge
Use AI to support ideation and production, but ensure people remain responsible for strategy, creativity, decision-making and final approval.
4. Establish clear AI governance
Create guidelines covering brand voice, visual identity, fact-checking, risk management and approval processes to help protect credibility and reputation.
This is an area where many organisations are still catching up. Clear governance provides the confidence to embrace AI while minimising the risks that can quickly damage trust and reputation.
The bottom line
The criticism directed at Coca-Cola's AI-generated Christmas campaign should have been an early warning for businesses everywhere. Yet the continuing stream of AI-related missteps suggests many organisations are still learning the same lesson.
The issue has never been AI itself. The issue is what happens when organisations allow technology to replace the judgement, creativity and accountability that audiences expect from trusted brands.
In a world increasingly flooded with synthetic content, authenticity is becoming a competitive advantage. Businesses that protect and nurture it will earn attention, trust and loyalty.
That is why at BBG we believe the conversation about AI should not start with technology. It should start with reputation. The question is not whether AI can create content. The question is whether that content strengthens trust, reinforces credibility and supports long-term organisational objectives.
Because while AI can create content in seconds, credibility still takes years to build.
