Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

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.

Disinformation spreads like wildfire on social media, especially when it’s fueled by dark money and content farms. But what happens when generative AI like ChatGPT makes creating such material as easy as hitting enter? And what role can brands play in combating this worrying trend?

Conversational AI is becoming embedded in people’s daily routines, with the technology becoming an increasing priority for companies across sectors. However, as people continue to voice mixed emotions around its introduction, how can brands help to build trust and develop quality user experiences?

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.