How to be authentic when nothing looks fake anymore

The Layer Coherence Triad

Our research has identified the most powerful combination of authenticity cues: the Layer Coherence Triad. Each factor alone provides some assurance, but together they create something greater than the sum of their parts. They are:

• Information credibility

Does the content seem accurate and reliable? This is about facts, data, and verifiable sources. Can someone check your work?

• Disclosure transparency

Are we upfront about AI involvement and synthetic elements? This is about clearly communicating methods and intentions in language people understand.

• Reputation trust

Does the source or messenger have a trusted track record? This draws on brand history, third-party endorsements, certifications, and consistent voice across channels.

Building authenticity: a roadmap for leaders

Safeguarding authenticity requires systematic improvement across three dimensions: credibility, transparency, and reputation. These dimensions work together: a message strong in all three will feel authentically you – even when AI-assisted.

1. Audit content for credibility

Implement verification protocols for high-stakes communications – earnings calls, product launches, regulatory filings. Assign clear ownership for accuracy. Consider content authenticity technologies such as C2PA standards that create verifiable metadata showing how content was made and modified. Begin with your highest-traffic content and establish monthly audits with clear accountability.

2. Adopt transparent AI disclosure policies

Develop clear guidelines that govern how you disclose AI involvement, the language you use, and where your disclosure appears. Test your disclosure language with real users, aiming for 80% comprehension. Position transparency positively as honesty, rather than an admission of liability.

3. Use reputation strategically

Publicize third-party endorsements, certifications, and independent audits of your AI systems. Inconsistency erodes trust quickly, so ensure AI-generated content aligns with your brand voice. Publish a clear statement on your website outlining when you use AI, how you verify outputs, and what safeguards exist.

4. Invest in stakeholder education

Build digital literacy among stakeholders through primers on recognizing AI content and sessions on AI and trust. This signals you take authenticity seriously.

5. Prepare for deepfake crises

Develop crisis-response plans for authenticity incidents. Pre-write holding statements, establish approval chains, and run tabletop exercises. When crises occur, respond across all three dimensions simultaneously: issue corrections, communicate transparently, and leverage your reputation.

Checklist

Go through the following questions to check your content for authenticity:

• Who has responsibility for guaranteeing the accuracy of this content?
• Can we verify what we are claiming?
• Are our AI disclosure policies clear and visible?
• Does this sound like us, and would we say it if a human wrote it?
• Are our stakeholders digitally literate?
• How would we deal with a deepfake crisis?