As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

When OpenAI released ChatGPT to the public, the text generator made a clear case for the sheer disruptive force of AI – making it apparent that such technology will change the way we experience information and engage with brands. But major challenges remain before AI elbows humans out of the way.

Developed using AI, TikTok’s ultra-realistic Bold Glamour filter has garnered widespread criticism for perpetuating toxic beauty standards. Alongside the fuss surrounding ChatGPT, the backlash also speaks to people’s bubbling anxieties about AI encroaching upon human identities.

High rates of students using AI to write their assignments are worrying universities and forcing them to adopt new strategies to tackle the problem. As generative AI becomes increasingly adopted, its wider diffusion may further undermine people's capacity to discern what's real and what’s not.

People are increasingly feeling as though generative AI isn’t just a fad but rather will become a part of their daily lives – even if they don’t fully trust it. While generally cautious about the technology, a desire remains for the automation and simplification of everyday tasks AI can provide.