AI-generated content is gaining traction in the media, with a swarm of click-baiting AI-powered news sites raising concerns about accuracy. As these publications grow, there are challenges to be addressed in maintaining public trust as the lines between reality and fiction continue to blur.

Conversational AI is becoming embedded in people’s daily routines, with the technology becoming an increasing priority for companies across sectors. However, as people continue to voice mixed emotions around its introduction, how can brands help to build trust and develop quality user experiences?

Google is pitching Genesis to major newspapers, and attempting to expand the reach of AI by helping to streamline and automate journalism. Yet with some feeling ambivalent towards AI, initiatives like Genesis could contribute to a general uneasiness around AI tools rather than building trust.

With AI-generated content continuing to pick up speed across sectors, the EU is pursuing plans to regulate the tech. Meanwhile, as trust among the public dwindles, brands have a role in helping people understand how to safely and transparently integrate these tools into everyday tasks.