A.I. Haze is Here
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Thoughts from the January 2025 TSE newsletter; written by Jeremy Beyt, CEO.
“The great myth of our times is that technology is communication.” – Libby Larsen
We are now squarely in the AI era, and the effects of generative content, commandeered search, and increased noise are undeniable. Consumer trust is on the decline as brands trade authenticity for efficiency (aka NOISE).
Looking ahead, there is a great risk for the brands that harvest the short-term gains at the expense of their customer relationships. People are smart, and as technology surges forward, the playing field will flatten. We may begin to see a premium on brands that lean into more innately human traits like a clear and inspired vision, imperfect content, and IRL experiences.
In an age of increasing noise, the most resonant voices will belong to those who prioritize authenticity and remember that, at its core, communication is about understanding, connection, and trust.
Q. Do you think technology is helping your brand build deeper connections with your audience, or is it becoming a barrier to understanding? Share your thoughts here!
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