The rise of artificial intelligence has brought with it a new kind of visual and verbal fabrication.

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We’re now surrounded by content that looks real, sounds real, and feels real – but simply isn’t. AI-generated images depict scenes that never happened. Videos show people saying things they never said. Articles are attributed to authors who never even saw them.

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These aren’t fringe cases. They’re increasingly mainstream.

• A widely shared image of Prince William and Prince Harry embracing at the King’s coronation turned out to be a complete fabrication, generated by AI and circulated tens of thousands of times before being debunked.
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• Mia Zelu, a fictional influencer created with AI, posted Wimbledon selfies so convincing that thousands believed she was courtside – despite never existing in the real world.
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• AI-generated “home intruder” images sparked panic and even emergency calls in the US, after people believed they were seeing real threats in their homes.

These examples are just the tip of the iceberg. As AI tools become more accessible and powerful, the volume of synthetic content is exploding – and with it, public uncertainty.

The rise of scepticism

As audiences become more aware of AI’s capabilities, we can expect to see a shift in how content is received. The trajectory might look something like this:

1. Frequent realisation: People regularly discover that what they’ve just seen or read wasn’t real – it was AI-generated. This creates a jarring sense of disorientation and a growing awareness that not everything can be taken at face value.
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2. Habitual scrutiny: As a result, audiences begin to assess everything more critically. Is that product image real? Did that person actually say that? Was this testimonial written by a human or a bot?
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3. Default suspicion: Over time, the default assumption becomes one of doubt. Anything too polished, too perfect, or too slick is assumed to be synthetic until proven otherwise.
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4. Prevailing scepticism: Eventually, this could lead to a broader detachment – where people disengage from digital content altogether unless it’s grounded in something tangible, verifiable, and human.

This progression poses a serious challenge for marketers, communicators, and brand leaders. At the heart of every campaign is a simple goal: to build trust. But how do you build trust in a world where your audience assumes you’re faking it? Suspects that every promise made and product offered could just be an AI-generated imagination from Fred in a shed, with no substance to back it.

A more trusted version of AI

In this new landscape, authenticity isn’t just a virtue – it’s a strategic necessity. The most powerful form of ‘AI’ may well be Authentic Impartation: the human-to-human communication that people instinctively trust.

Authentic Impartation is about more than just being honest. It’s about being present. It’s about showing up as a real person, with real thoughts, in real time. It’s about putting faces to names, voices to ideas, and people behind the brand.

This is where many organisations struggle. Not because they lack authenticity – but because they lack the tools to express it at scale. Getting real people in front of a camera, especially in the middle of busy business lives, can feel like a logistical nightmare.

That’s why we created Loqui

Loqui is our answer to this challenge. It’s a tool designed to make it easy – even effortless – to bring real people into your communications via professional but personal video. Whether it’s a quick update from a project lead, a message from the CEO, or a product walkthrough from the team who built it, Loqui helps you capture and share authentic human presence without disrupting the day-to-day.

In a world where AI can fake almost anything, the one thing it can’t truly replicate is you. Your voice. Your face. Your perspective.

And that’s exactly what your audience is craving.