The new rules of brand trust

AI search is reshaping discovery, content needs to compete more than ever to get noticed, and journalists are drowning in a sea of low-quality and, in some cases, dubious pitches. It is no longer enough just to be visible. Authority, credibility and human connection are becoming the strongest competitive differentiators. As organisations review their marketing strategies for the year ahead, trust must be considered at every touchpoint to stand out to customers, employees, partners and other stakeholders.

 

 

How brand discovery is shifting

The rise of AI-powered search tools is changing how people and businesses gather information, compare options and make buying decisions. Instead of typing short queries into a search engine, users increasingly ask conversational questions to Large Language Models (LLMs) like ChatGPT, which draw on and compare numerous sources in seconds.

 

Studies and regular audits show that LLMs prioritise credible sources such as brand websites, reputable media, forums and review platforms. This places greater importance on building a strong, authoritative digital footprint that covers your own website and social channels, as well as trusted third-party sources and media outlets.

 

With AI tools able to find and assess multiple sources almost instantly, businesses must also consider how this shapes perceptions beyond customers. Potential employees, investors and partners can access Companies House records, positive and negative news coverage, reviews and online discussions within seconds. All of this influences how they judge credibility, stability and long-term potential.

 

 

Credible media engagement

While digital channels remain essential, the credibility of earned media is gaining fresh importance. In a landscape crowded with AI-generated content, misinformation and generic commentary, journalists and readers are actively seeking trustworthy human perspectives. Businesses need to offer real experts, transparent data, genuine case studies and thoughtful insight.

 

At the same time, newsrooms are under growing pressure. With fewer resources and inboxes flooded with low-quality pitches, some journalists report receiving fabricated stories or AI-generated material created purely to secure brand mentions, regardless of accuracy or ethics. For organisations that want meaningful media coverage, pitches must be strong, relevant and authentic.

 

 

Public to private web

Public social media platforms still play a role in brand visibility and engagement, but their influence is fragmenting. Rising scepticism, algorithm changes and content saturation are pushing audiences into private or semi-private spaces such as newsletters, closed communities, paid subscription platforms and specialist forums.

 

This shift requires marketing leaders to rethink how they build connection and loyalty. Algorithms may control reach on public platforms, but in private spaces, engagement is earned through value, insight and shared interests. Businesses that move from broadcasting messages to cultivating communities can build deeper, more resilient relationships.

 

Influencer marketing is maturing, too. Businesses are partnering with specialist content creators who bring practical knowledge and real experience, rather than relying on generic promotional content. And it is no longer a tactic reserved for consumer-facing brands. B2B organisations are collaborating with respected experts, practitioners and sector commentators who can shape and share their stories in an authentic way.

 

This might involve inviting them to roundtables or launch events, asking them to review products or services, interviewing them for thought leadership, or taking them on behind-the-scenes tours. Decision makers want to hear from people with real experience, factual understanding and genuine credibility, in other words, voices they can trust.

 

 

Building human connections

With the volume of online information and content exploding, a countertrend has been trigged. People are increasingly craving real human voices and connections. Leaders who offer transparency, hard-earned experience and thoughtful commentary stand out against formulaic AI-generated messaging.

 

Video interviews, events, exhibitions, webinars, roundtables and speaking engagements all offer opportunities for this kind of engagement. Exhibitions and events, in particular, give businesses the chance to demonstrate expertise, showcase innovation and build relationships in ways digital channels cannot replicate. But as competition for attention increases, organisations need to put more thought into their communications before, during and after events, to maximise engagement and return on investment. This means everything from teaser PR and social content ahead of the event, to live coverage and interviews during the show, followed by insights, highlights and thought leadership afterwards.

 

 

Trust as a long-term competitive strategy

As technology and communications evolve, trust is becoming one of the most valuable assets a business can build. From AI search results to private online communities, from media relations to exhibitions, every interaction shapes how an organisation is perceived, both on and offline. Brands that prioritise authority, transparency and human connection will have a competitive edge, build audiences and earn genuine engagement.

 

In 2026 and beyond, the organisations that get ahead will not be those churning out the most content, but those demonstrating credibility, expertise and substance. Trust is no longer a by-product of good communication; it is the strategy underpinning lasting reputation, stronger relationships and long-term commercial success.

 

---

 

Claire Gamble is Managing Director at Unhooked Communications

 

Main image courtesy of iStockPhoto.com and patpitchaya