In the News
September 30th, 2025 // The Drum
We’ve entered a new era in which truth isn’t in short supply, but it’s so easily manufactured that it’s becoming harder to recognize. And consumers are quicker to question it.
In this AI-driven landscape, brands can conjure or simulate everything: influencer endorsements, product demos, even ‘candid’ customer moments. But when anything can be fabricated, trust becomes fragile. And for brands, trust is everything.