‘It’s about a growing community who understand the mechanics of digital extraction. They understand what the attention economy is all about and how those algorithmic feedback loops are shaping our lives. They are consciously deleting apps and re-introducing analogue pause points so that their relationship with technology is intentional,’ said Sanderson.
Liganova chief creative officer Robert Andersen then presented findings from The Trust Index, new research examining how consumers respond to brands’ use of artificial intelligence, from AI-generated advertising to evidence of authenticity.
‘Radical transparency is needed for the verifiers – 65% of UK consumers name honest, public communication as the way back to trust,’ explained Andersen. ‘Human guarantee is important for the conditionalists – 42% accept AI only if the product’s actual efficacy is never faked.’
Mel Henson, The Drum and Christopher Sanderson, The Future Laboratory, LIGANOVA MaSH!, UK
LIGANOVA MaSH!, UK
Andersen argued that brands are entering a ‘renaissance of real’, advising marketers: ‘Don’t leave social. Make it truthful. Social remains the number one channel where brands positively surprised consumers (36%). What changes is the content – formats that can’t lie.’
A panel discussion, moderated by Mel Henson of The Drum, followed the presentations. Sanderson and Andersen were joined by Lucy Hyman, client services director at Liganova’s London-based social-first storytelling subsidiary, Liganova MaSH!, to explore what the two research studies reveal about changing consumer attitudes to truth, authenticity and trust, and how brands can respond to this shifting landscape.
The London edition of Memories of Truth marked the first stop on a European tour, with the event travelling next to Amsterdam on October 8th before concluding in Germany.
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Communities Report : The Tech-Resisters