By Daniel Holbourn
Posted on 1/08/25
AI is moving fast. Faster than most businesses can keep up. It can write your copy, generate headlines, build your website, and even attempt to replicate your brand voice.
But here’s the thing: none of that matters if your brand has no substance behind it.
And that’s the uncomfortable truth many businesses are starting to realise.
Some brands got lucky. They grew without ever doing the strategic groundwork. Others failed — or stayed stuck — because they never took the time to define what they stand for. Then there are the ones who made a conscious decision to get clear on who they are, who they serve, and how they show up. They did the brand strategy. And they won.
Now, with AI in the mix, the gap between these businesses is only going to get wider.
Because when you haven’t done the strategic work, AI becomes a shortcut. A way to churn out content, ideas, messaging — fast. But if there’s no clear strategy behind it, you’re just speeding up the production of things that don’t matter. That doesn’t connect. That doesn’t last.
It might sound convincing, but it won’t make it real.
And here’s the truth: if you’re not clear on your purpose, your values, your positioning… AI isn’t going to fix that.
So Why Does Authenticity Matter So Much?
Because it works — not just emotionally, but commercially.
- 88% of consumers say authenticity is important when deciding which brands they like and support.
- Brands that form emotional, authentic connections outperform competitors by 85% in sales growth.
- People are 2.5x more likely to trust a brand that appears authentic.
And perhaps most importantly, inauthenticity gets punished. One slip, one misaligned campaign, one “off” message… and you’re unfollowed, ignored, or written off.
Trust is built slowly. Lost fast. In a world where everything looks good, people are craving something that feels real.
Authenticity is a Strategic Decision
Being authentic means making hard calls: who you serve, what you stand for, what you don’t do.
It requires clarity on your purpose, values, and positioning — and aligning your brand expression with that foundation.
Authentic brands can use AI — but they do so with intention, not as a replacement for clarity. They treat it like a tool, not a voice.
Because in the end, authenticity isn’t a vibe. It’s a choice.
A deliberate decision to define who you are, what you believe in, and how you want to impact the world — and to show up that way, consistently.
The Edge You Actually Have
In a world of automated sameness, being real is your edge.
It can’t be scraped, cloned, or prompted. And that’s exactly why it works.