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.

With Generative AI blurring reality through deep fakes, voice swaps, and impersonations of popular artists, tech companies are being called on to reduce misinformation. In a bid to retain user trust, Tiktok is developing content labels that signify and set apart AI-generated creations.

AI-generated content has become a common feature of online experiences, but many people are still sceptical about the tech. With that in mind, Ogilvy is pushing for an industry-wide change to label AI-generated influencer content to create a sense of transparency and build trust among consumers.