A new study by the Global Risk Advisory Council has identified AI misuse as the number one risk factor for brand reputation.
Miruna Dragomir, CMO at Planable and a respected voice in social media marketing, explains what this means for consumers and the content they engage with daily.
“This research confirms what many of us already feel when scrolling through our feeds. As brands adopt AI tools, there’s a growing divide between those using technology thoughtfully and those letting AI take over their voice completely.”
Dragomir shares insights on how this AI shift is changing consumer experiences:
The authenticity gap in your social feeds
“Consumers are developing a sixth sense for detecting AI-generated content,” notes Dragomir. “The study reveals why some brands suddenly sound different—they’re over-relying on AI without maintaining their unique voice, creating an authenticity gap that consumers immediately notice.”
Why some brands still feel ‘human’ despite using AI
“The most beloved brands aren’t avoiding AI—they’re using it strategically,” explains Dragomir. “These companies implement human oversight at every stage, ensuring AI enhances rather than replaces the personal connection consumers expect.”
How to spot brands using AI responsibly
“Look for consistency in voice across platforms, personalized responses to comments, and content that feels tailored to the specific platform,” Dragomir points out. “These are hallmarks of brands that use AI as a tool rather than a replacement for human creativity.”
Why personal brands are gaining an edge
“In this AI-dominated landscape, we’re seeing a renaissance of personal branding,” suggests Dragomir. “Consumers are gravitating toward content with authentic personality—whether from individuals or brands that maintain a distinct human element in their communications.”
Dragomir concludes:
“This research helps explain why some consumers are feeling disconnected from brands they used to love. As AI becomes more common in the content we see every day, the brands that still feel genuine are the ones using technology to support human creativity, not replace it.
For consumers, it’s a reminder to be more mindful about the content you engage with. The brands worth your time are the ones using AI to create more personalized, thoughtful experiences, while still sounding like the voices you connected with in the first place.”
