Apr 04: The Association of National Advertisers (ANA) has announced its annual Word of the Year, selecting two terms for the first time: “authenticity” and “agentic AI.” The dual selection reflects a rapidly evolving marketing landscape shaped by advancements in artificial intelligence and a growing consumer demand for transparency.
The ANA’s announcement highlights the tension between innovation and trust, as brands increasingly adopt AI-driven tools while navigating heightened consumer skepticism around digital content.
“In recent years, consumers have seen this technology evolve in real time—with increasingly sophisticated AI-generated content infiltrating television, social media, and other platforms,” said Colleen Kirk, Professor of Marketing and Management at the New York Institute of Technology. “However, at the end of the day, people still crave real connection and transparency. Brands must strike a balance between leveraging AI and engaging consumers in ways that feel genuine.”
Kirk’s research, published in the Journal of Business Research, underscores the potential risks of using AI-generated emotional content in marketing. The findings indicate that such content may negatively impact brand perception and weaken consumer relationships if not handled transparently.
The study emphasizes the importance of clear disclosure when using AI in communications, urging companies to prioritize authenticity in their engagement strategies.
Brands are already beginning to adapt. For instance, Coca-Cola faced consumer backlash over its AI-generated holiday advertisements in 2024. However, recent campaigns have shown improvement, resonating more effectively with audiences by incorporating AI-generated animals instead of humans and emphasizing the role of human creativity in the process.
“Consumers are becoming increasingly skeptical about the human origin of advertisements and marketing messages,” Kirk added. “While AI tools offer an exciting frontier for marketers, a time-tested principle remains true—authenticity is always best.”
As AI continues to reshape the marketing ecosystem, the ANA’s recognition of these two defining terms signals a clear message to brands: innovation must go hand in hand with trust, transparency, and genuine human connection.
