by Rich Murphy
As the industry adapts to the AI revolution, trust is one quality that’s becoming more valuable than ever.
This theme was at the center of a thought-provoking discussion led by marketing leader, author and speaker Rishad Tobaccowala during AAM’s recent board of directors’ meeting. A former Publicis Groupe global chief strategist and growth officer, Rishad has spent more than four decades helping organizations navigate innovation, disruption and transformational change.
Many of Rishad's observations reinforced what we’re hearing from our members and industry partners. They also reflect AAM’s direction as we develop solutions to help organizations navigate change and AI’s impact.
A Focus on Authenticity
Rishad shared several insights about how technology is changing the way organizations operate. He emphasized the importance of building relationships by creating meaningful experiences and conversations with audiences.
“We’ve been so fixated on frequency and reach that we've forgotten about impact,” Rishad said. “You remember a brand and a person because of a moment or a few moments, not because they were there all the time.
He added that as AI proliferates, authentic human experiences will become even more important.
“Trust is becoming the new currency. Trust is ‘who wrote this? Who stands behind this?’ When you can’t believe any video and you can’t believe any printed word, what audiences believe is brands and brands matter a lot.”
He called brands "trust marks” because unlike AI, they stand behind their content, foster engagement with audiences and take responsibility.
Helping Brands Demonstrate Authenticity and Trust
This perspective aligns with what we're hearing from our members.
Publishers are strengthening their direct audience relationships and first-party data. Advertisers are placing greater emphasis on authentic audiences in trusted media environments. Technology providers are looking for ways to responsibly demonstrate that their solutions produce accurate data and align with industry standards and best practices.
This shift has shaped AAM's priorities. Whether through AAM’s Ethical AI Certification, cross-channel audience reporting or new assurance programs that support growing areas like retail media and influencer marketing, AAM helps brands stand out for their own “trust marks” as they demonstrate transparency and accountability through independent assurance.
We're also developing solutions to improve the discoverability of trusted organizations by enhancing AAM company profiles and making more verified data publicly accessible through AAM’s Assurance List.
AAM continues to work alongside organizations including the Association of National Advertisers, IAB, IAB Tech Lab, Trustworthy Accountability Group and Point of Care Marketing Association to strengthen industry standards and assurance solutions in evolving areas.
By listening to our members, collaborating with industry partners and continuing to innovate, AAM will help organizations demonstrate the credibility, transparency and authenticity that audiences, advertisers and business partners increasingly expect.
If you would like to be part of this discussion, consider joining one of AAM’s working groups. For more insights from Rishad, subscribe to his Substack.
