Consumers crave authenticity more than ever, and are more vigilant in detecting fakes. According to a report by WFMZ-TV, the rise of AI-powered synthetic content has made consumers increasingly sophisticated at spotting inauthentic content. Despite advancements in AI-generated media, 79% of consumers prefer human engagement over AI in service contexts. We are currently at a turning point for brand authenticity. Authenticity isn’t about perfection or oversharing; it’s about consistency, transparency, and earned trust.
What Authenticity Meant Then vs. Now
Back in the 2010s, emphasis was on relatability and seemingly authentic content, where influencers built trust through parasocial relationships and relatable storytelling. Then during the 2020 pandemic, a backlash developed against performative authenticity and influencer burnout. Fast forward to 2026, specificity over relatability and competence over vulnerability became the gravitational pull towards defining authenticity. Additionally, the role of AI deepfakes and generative content raised authenticity standards. Too perfect, too smooth, too clean makes consumers feel the content before them is not authentic.
“Natural recognition [of deepfakes] triggers a greater negative expectancy violation and a stronger sense of betrayal…priming significantly increases consumers’ likelihood of natural recognition. This serves as a proxy, indicating that as real-world awareness of deepfake user-generated content advertisements increases, it may lead to negative evaluations and ultimately reduce overall effectiveness.” [Science Direct, 2025]
How Consumers Actually Evaluate Authenticity
People are done with catchy marketing language and flashy polished graphics. They are looking for quality products and services, reliability, and human connection. Some of the red flags consumers now recognize are over used phrases such as “elevate your”. Remember “epic” from the early 2000’s? Now we have AI to add to the mix. 81% of deepfake ads use synthetic voices, not just faces, and consumers now expect disclosure labels. Ultimately, lack of human connection is a real turn off.
What Spikes Concerns and Red Flags for Customers?
- All 5-star reviews with no variation.
- Reviews that use identical language or phrasing
- Testimonials from accounts with no other activity
- Video testimonials that look scripted or overly produced
- Lack of critical details (no mention of pricing, timelines, side effects)
Proving Authenticity: Actionable Tactics
Admit your mistakes. Show your customers you were accountable and fixed the issue. Gitnux study found that 94% of consumers likely to stay loyal when brands offer complete transparency. 88% say they’d rather buy from brands honest about mistakes. Now think about your life. How many times have you said yes to calling a business or purchasing from a brand because you saw proof that an issue was personally addressed by a human and resolved?
Humans want human connections. Even American Eagle recognizes the value of authentic connection. Their Aerie label is currently running a campaign focusing on authenticity. They are using the hashtag #aerieREAL and encouraging customers to share unfiltered, unedited photos of themselves wearing the brand.
Show your work: Behind-the-scenes content that reveals messy reality. This can also work for meta ads. Talk about the process and what you do to be there for your customers.
Customer stories (the right way): Unvetted, unpolished narratives provide proof that your business is real, human, and compassionate. No one wants the razzle dazzle Photoshopped miracle promises anymore. Authenticity as competitive advantage. It actually matters now! Trust the long game: Building trust is slower but more resilient.
What should you do now? Audit your brand for consistency gaps and look for transparency opportunities. Your customers will appreciate the honesty. Honesty is authentic.