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Organizations are quick to highlight their latest AI tools but, increasingly, that’s not the message audiences want to see.
“They want to know how you’re using it, why you’re using it and what it means for them,” said Gerry Rodriguez, EVP and U.S. head of brand purpose and impact at Edelman, during Ragan’s Crisis Communications Virtual Conference.
The problem isn’t AI itself, Rodriguez said. It’s the trust gap surrounding it.
“The rise of AI isn’t really what caused the trust crisis,” he said. “It just exposed it.”
When teams can explain what AI is actually doing, where humans are still involved and why customers should feel good about it, there’s a greater likelihood of maintaining trust.
When talking about AI, Rodriguez says communicators should:
Think beyond marketing language and explain how AI fits into your organization. If you’re using AI in customer service, tell customers what questions AI handles and when a human steps in.
If AI helps create content, explain the review process. If you’re launching an AI feature, explain how it improves the customer experience instead of calling it “innovative,” Rodriguez said. People want real examples, he said.
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