In a world where word of mouth (WOM) has long been the gold standard for trust in business, a new player has entered the field: AI deepfakes. While WOM relies on personal experiences and trusted recommendations, AI deepfakes can manipulate reality, creating endorsements that are entirely fabricated. This raises a critical question: Can WOM still be relied upon in the era of AI, or has the game changed? Understanding how WOM and AI-generated content intersect is crucial for businesses navigating today’s digital landscape.

Advantages

Some advantages to consider are:

1. Enhanced Credibility through Genuine WOM: Real word of mouth remains a powerful tool. Take, for example, a restaurant that receives positive reviews from satisfied customers who genuinely enjoyed their meals. These recommendations create a trust-based relationship with potential customers, leading to increased foot traffic and sales.
2. AI-Driven Personalisation: On the flip side, AI can enhance WOM by identifying patterns in customer feedback and tailoring recommendations more precisely. For instance, an AI system might suggest products to a customer based on what similar customers have recommended, blending the power of AI with the authenticity of WOM.
3. Scalable Endorsements: Businesses can leverage AI to amplify positive WOM by creating digital content that echoes customer sentiments. Imagine a scenario where a local salon uses AI to generate promotional videos featuring customer testimonials, reaching a broader audience without losing the personal touch.

Challenges

While there are significant and clear advantages, we cannot overlook some important challenges such as:

1. The Risk of Misinformation: AI deepfakes can create fake endorsements, misleading customers. A case in point is when AI-generated content falsely depicts a celebrity endorsing a product, damaging the brand’s credibility when the truth comes out.
2. Erosion of Trust: If consumers suspect that AI-generated WOM is not authentic, it can erode trust in the brand. For example, if a travel agency is found to be using AI to generate fake reviews, customers may doubt all the agency’s recommendations, even the genuine ones.
3. Legal and Ethical Challenges: The use of AI in creating endorsements raises legal and ethical concerns. Brands caught using AI to create deceptive WOM may face legal action and public backlash, as seen in cases where companies were fined for fake online reviews.

Conclusion

As AI deepfakes become more sophisticated, the line between genuine word of mouth and fabricated endorsements blurs. For businesses, the challenge is to harness the power of WOM while safeguarding against the pitfalls of AI-generated content. The key lies in maintaining transparency and authenticity, ensuring that even in a world of advanced technology, the trust that WOM builds remains unshakable. In the end, the objective of WOM hasn’t changed—it’s about fostering genuine connections and trust, now more than ever.