Why Trust is Important for Consumers

Consumers today agree that trust is a more important factor now than ever before. Gen Z consumers, in particular, have become picky when it comes to choosing brands they trust because they want brands that match their values, such as honesty and integrity. Traditionally, video has been one of the strongest mediums in marketing for building trust. Seeing real people on screen gives consumers the impression that you’re genuine and trustworthy. AI video, however, has complicated this equation. Brands that ignore questions of transparency risk losing consumers, but those that make efforts to be transparent can transform AI video from a risk into an asset :cite[1].

What Exactly is AI Video?

AI video, or text-to-video, refers to machine learning models that generate video outputs based on natural language prompts. Put simply: you describe a scene, and then AI creates it. For brands, this is the dream. You can produce multiple localized versions for global audiences without having to reshoot multiple times. However, AI models rely on training data sourced from the internet, which raises ethical questions around ownership, originality, and consent. This is why brands need to use AI video as a complement to human creativity, not a replacement :cite[1].

The Trust Factor

With current attitudes on AI, consumers can often easily tell when something is AI-generated. Avatars can look slightly “off,” and voices may lack natural intonation. AI content is also associated with slop, as social platforms have become flooded with nonsensical AI videos. Perhaps the most important issue is copyright infringement and the spread of deepfakes, which raises questions about misuse and deception. With all these in mind, naturally, consumers have begun to expect brands to take a stand on AI and ethical marketing :cite[1].

Case Studies: How Brands Are Using AI Video Successfully

Coca-Cola

In its “Create Real Magic” campaign, Coca-Cola invited customers to create AI artwork using brand assets. The key to success was curation: AI generated the content, but Coca-Cola maintained strict oversight to ensure outputs remained high quality and true to their brand. What made this campaign successful was the added human touch, which helped foster trust while positioning the brand as innovative :cite[1].

Duolingo

The language-learning app Duolingo has tested AI video to create personalized lessons for specific users. They created a feature called “Video Call With Lily” where you can talk to an animated AI avatar in different languages. This helps learners apply their knowledge in exercises that simulate real-world conversations, using AI video without sacrificing brand trust :cite[1].

Nike

Together with AKQA studios, Nike created a video of a match between Serena Williams from her first US Open in 1999 versus her most recent one in 2017. This is a prime example of AI use that is both transparent and innovative, symbolizing a new era in sports analytics :cite[1].

Best Practices for Building Trust with AI Video

1. Be Transparent

Consumers want honesty. If you’re using AI for video production, always be transparent about it. Show them that you’re using it as a tool to create more personalized or inclusive content—not to replace people :cite[1].

2. Don’t Rely On It Completely

AI should never produce unvetted content. Fact-check your scripts, edit your visuals, and craft your narratives so they align and stay true to your brand voice. In short, position AI as a collaborator, not a creator :cite[1].

3. Use Real People

Trust grows when consumers see real people. Make sure to add real user testimonials or executive messages to your content to ensure you’re still seen as genuine :cite[1]:cite[10].

4. Focus on Quality Over Quantity

Just because AI enables mass production doesn’t mean you should flood all social media channels with your content. A smaller number of polished, thoughtful videos will build more trust than dozens of AI-generated clips :cite[1].

5. Use AI Only Where It Makes Sense

Use AI video for explainers, tutorials, personalized customer engagement, and localized variations of existing campaigns. Avoid using it for content that requires deep emotional nuance or meaningful brand storytelling, as these still demand human creativity :cite[1].

6. Respect Ethics and Copyright

Always ensure that the data or prompts you’re using don’t infringe on the rights of other creators. Consider adopting internal AI use policies that emphasize consent, originality, and ethical marketing :cite[1].

Tools for Implementation

Managing ethical AI content and ensuring it aligns with your brand voice across all platforms is crucial for maintaining trust. A unified content management platform can help you plan, create, and publish high-performing content with ease. StoryChief helps you streamline your entire content workflow, ensuring consistency and transparency whether your content is created by humans, AI, or a collaboration of both :cite[2].

Turning Skepticism into Trust with AI Video

As AI advances, consumers are also becoming more AI-literate. They know it’s here to stay, and they expect brands to use it responsibly. The key to turning skepticism into trust is framing. Position AI as an enabler of personalization and accessibility. Show how it improves your service, for example, by making product demos available in a viewer’s native language. Most importantly, always reinforce the human role by sharing how your creative team reviews, edits, and enhances AI outputs to align with your values :cite[1].