People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

People are increasingly feeling as though generative AI isn’t just a fad but rather will become a part of their daily lives – even if they don’t fully trust it. While generally cautious about the technology, a desire remains for the automation and simplification of everyday tasks AI can provide.

DoNotPay looks to save people time and money with a chatbot that removes the back-and-forth with customer service representatives. Responding to a growing willingness from people to trust in – and hand over control to – AI tools to make better decisions amid the cost of living crisis.

The rapid growth of an online ‘infodemic’ – where fake news and conspiracy theories abound – means it has become difficult to sort fact from fiction. Logically is using AI technology and fact-checkers to help both private companies and the general public combat the spread of misinformation.

When OpenAI released ChatGPT to the public, the text generator made a clear case for the sheer disruptive force of AI – making it apparent that such technology will change the way we experience information and engage with brands. But major challenges remain before AI elbows humans out of the way.