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.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

The mainstreaming of AI is setting a new precedent for how people relate to non-human sources of intelligence. While automation on a consumer level has typically focused on specific tasks like replying to emails or budgeting, it’s now swiftly expanding to a more dynamic range of applications.

Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

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.

Graduates taking part in a study investigating deepfakes remembered watching fake films, and some actually preferred the modified versions. Many businesses and countries are reacting to deepfakes' ability to influence humans on different levels and trying to prevent catastrophic outcomes.

As reality becomes increasingly warped online, people are losing trust in the credibility and authenticity of the media they are consuming. Deepfakes are one source of distrust, but Deeptrace, a technology that detects deepfakes, is working to combat misinformation online.

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?