THE IMPACT OF ARTIFICIAL INTELLIGENCE ON BRAND SAFETY AND CONSUMER TRUST: A STUDY OF TARGET AUDIENCE PERCEPTION

Artificial Intelligence (AI) has seen great adoption in marketing and brand communication which in turn has changed how companies interact with consumers. While AI brings to the table personalization, automation, and enhanced customer engagement, it also brings in issues of brand safety and consumer trust. Many consumers are still very much at arm’s length with what is put forth by AI in terms of issues like generation of false content, spread of misinformation, algorithmic bias, exaggerated AI claims (AI washing) and also due to the lack of regulatory structure.

This study aims to explore the effect of the use of AI on brand safety and consumer trust from the viewpoint of the target respondents. Primary data were collected using a structured questionnaire and were distributed to respondents that routinely engage with AI-integrated platforms. This study focuses on how the ethical use of AI, along with transparency and responsible communication, affects consumer trust and perceptions of brands.

AI reports that we see that while there is a great chance for AI to improve brand value it also puts at risk trust and brand image with poor or unethical use. Transparence, ethical conduct and proper regulation is key in to0ting down brand safety issues and in building up consumer confidence. The study also brings to light the issue of companies’ role in putting in place responsible AI practices which is vital to its long term customer trust and protection of brand reputation in the growing digital space.