Why "Reality Apathy" is the Next Battle in Brand Reputation

Adapt by Sprout Social
Why "Reality Apathy" is the Next Battle in Brand Reputation

“How do you get people to care?”

It’s an age-old marketing challenge that’s now more complicated than ever.

Where brands once had to solve for a lack of awareness and information, they now have to solve for the opposite: information overload. And not just any information–information people don’t trust.

In a world bombarded by fake news, propaganda and misinformation, the very credibility of fact is at risk. Truth has become a moving target. As a result, consumer trust is at an all-time low.

And experts say we’ve only hit the tip of the iceberg. Former Chief Technologist at the Center for Social Media Responsibility, Aviv Ovadyabelieves, “technologies that can be used to enhance and distort what is real are evolving faster than our ability to understand and control or mitigate it.”

Pretty soon our advancements in AI and machine learning are going to lead us to a future where words can be put–quite literally–into people’s mouths, video footage can be altered to put people in places they weren’t and bots will become so convincing they could create real cultural chaos. We see this happening already with the emergence of troubling “deep fake” videos and the significant bot influence in the most recent election.

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