How AI is Making You Efficient…at Eroding Trust

I know many technologists. They are some of my favorite people. As a writer, I also know many creative people, like artists, writers, and such. Many of my conversations with both of these groups have centered on the new AI tools and their likely impacts on the work we do.

I have spoken to people who seemed willing to lock themselves away from the rest of the world to avoid coming across an LLM. Not as many technologists, of course, but plenty of my creative friends.

I don’t agree with that point of view.

I have found uses for AI that have increased my performance and the quality of the work product I supply to my clients. Could AI eventually put me out to pasture? I suppose. But I meet creative young people every day who are more likely to achieve that.

Still, many of the creative people I know worry about this. In reality, there is another group of people who should be worrying a lot more.

Artificial intelligence has quickly become part of the marketing conversation. Professionals have realized that it can generate ideas, draft content, and speed up processes that used to take significantly more time.

Used well, it is a powerful tool. But like any tool, the way it is used matters. I don’t see enough agency folk considering the long-term effects of reorganizing their companies to make better use of AI.

AI can help create content, sure, but it can also unintentionally weaken something far more important. Trust.

Efficiency Without Authenticity Creates Risk

There is a growing temptation to rely on AI to handle more of the communication process. Write the blog. Draft the email. Build the messaging. All you need is a good prompt and a little faith.

At least that’s what many marketing and PR professionals are assuming.

Sure, on the surface, it works. The content is structured. The grammar is clean. The message appears complete.

But something often feels off. I can’t be the only person who feels it.

Communication is not just about exchanging information. It is about creating a connection. Tone, nuance, and perspective all play a role in how a message is received. When those elements are missing or feel generic, people notice.

And specifics matter. When we help our clients recount a story that happened at a recent industry conference, it rings true, and not just to the people who were in attendance at the show. It connects the writer to the real world and, in doing so, creates a bridge that connects the writer to the reader.

The alternative is a reader who sees the same basic message structure in a dozen LinkedIn posts and blog posts. When they read the content, they don’t see a human writer they may want to connect with. They see AI, wielded by a lazy agency.

As soon as a prospect has reason to believe that AI wrote your messaging, a different question starts to form. If this was generated, what else might be?

They may begin to question whether your value is as thoughtful as it sounds. Whether your perspective is truly yours. Whether the experience you offer is as personal as it should be. And honestly, they should.

Even if those concerns are not fully formed, the sense of distance is enough to slow trust.

Using AI Responsibly is the Goal

This does not mean AI should be avoided. It has a clear and valuable role in modern marketing.

AI is effective at helping organize ideas, identify patterns, and provide a starting point. It can help you figure out what not to leave out of your piece and point you to data to back up your case. It can improve efficiency and remove some of the friction from content creation.

But when it comes to how you say it, that is where human input matters most.

Your voice, your experience, and your understanding of your audience are what bring a message to life. Those are the elements that create credibility and make communication feel real. That’s why we work so hard with our clients to make sure their unique voice comes through in the content we help them create.

Trust is built through consistency, clarity, and authenticity. When your communication reflects those qualities, it becomes easier for people to engage, ask questions, and move forward.

To find out more about how that works in the real world, reach out to RGA PR today.