As AI becomes embedded in our workflows, from media monitoring to content generation, the question facing communications professionals is no longer “Should we use AI?”
It’s: How do we maintain trust while using it?
On a recent episode of The Brandinc PR Podcast, I spoke with Brand Clarity Expert Suzanne Tulien about what transparency really means in today’s landscape.
Here’s what stood out.
AI Can Scale Content. It Cannot Manufacture Integrity.
Public relations has always centered on trust. But in a time when audiences are increasingly skeptical and algorithms amplify everything instantly, brand clarity and internal alignment matter more than ever.
AI can accelerate visibility.
It can help analyze sentiment.
It can assist with drafting and research.
But it cannot define a company’s values.
It cannot ensure cultural alignment.
And it cannot repair credibility gaps.
That work still belongs to leadership.
Brand as an Operating System, Not a Marketing Function
One of the most compelling insights from our conversation was reframing brand as an organizational operating system.
If values are not clearly identified and consistently reinforced internally, external messaging becomes reactive instead of strategic.
For PR professionals, this raises important questions:
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Are we advising clients on visibility alone, or on alignment?
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Are internal communications integrated into brand strategy?
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Are we equipping leadership to model transparency in real time?
Transparency Is Now a Competitive Advantage
In an AI-enabled environment, opacity is risky.
Stakeholders expect clarity on:
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How content is created
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How data is used
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How decisions are made
Organizations that proactively define and communicate their brand DNA are better positioned to build lasting trust.
For communications leaders, the opportunity is clear:
Shift from managing perception to strengthening alignment.
Because clarity scales. And integrity compounds.