How To Leverage Content Marketing To Build Trust in the AI Era

Content is everywhere, and a lot of it is written by artificial intelligence (AI).

Brands are publishing faster than ever, thanks to AI writing assistants that can generate blog posts and social captions in mere minutes, if not seconds.

But there’s a catch. People notice when it doesn’t feel real.

Consumers are becoming increasingly wary of content that feels too polished, too generic or just…off.

In the pursuit of establishing trust, brands simply can’t afford to ignore this inherent human intuition. Customers are quick to click away from anything that doesn’t sound real, relevant or relatable on a human level.

That means brands relying solely on AI risk losing the very thing content marketing is supposed to build: connection.

In this post, we talk about practical ways for your brand to stand out and stay credible in an increasingly automated world by:

1. Solving real problems
2. Speaking like a human
3. Double-checking for accuracy
4. Keeping humans in the loop

Also included in this blog:

• The Risks of Using AI to Scale Content Marketing
• Why Building Trust Is Important in Content Marketing
• Proven Content Marketing Strategies to Build Trust
• How to Future-Proof Your Brand With Trust-Based Content

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The Risks of Using AI to Scale Content Marketing

Over-reliance on AI content marketing can introduce subtle problems that hurt performance. Recent statistics highlight several risks:

1. Diluted Brand Voice and Perceived “Laziness”

In one study, 26% of consumers said a website with copy that doesn’t feel human-written would make the brand seem impersonal, and 20% would view the brand as lazy. For AI-sounding social media posts, 25% of consumers would feel the brand is impersonal, and 20% say it would seem untrustworthy (Bynder).

These findings show that audiences can tell when content lacks a human touch, potentially undermining brand voice and credibility. This directly ties into digital marketing ethics, which is how we use AI without misleading or disconnecting from our audience.

2. Lower Engagement With AI-Generated Content

More than half of consumers (52%) reported they become less engaged when they suspect content is AI-generated. This shows how using AI content marketing without a thoughtful strategy can backfire (Bynder).

3. Quality and Originality Concerns

Content professionals themselves recognize AI’s quality issues.

A survey found the #1 problem marketers cite with AI content is that it isn’t always factually accurate. In-house marketing teams are especially worried that AI output won’t reflect their unique brand voice, while agencies complain that it can be boring and repetitive. Freelancers, in particular, report a lack of originality, saying AI in SEO and content marketing often “doesn’t say anything new.” (Verblio)

In short, blindly scaling content with AI can lead to generic or erroneous content that erodes quality.

4. Mixed Impact on Creativity

Only about 4 in 10 marketers expect generative AI to improve the quality and creativity of their work, while 3 in 10 expect it to deteriorate those aspects. This split shows the complexity of content marketing AI tools. While speed is useful, the human creative edge can suffer. Similarly, another report found that 30% of marketers anticipate AI will worsen content quality (Marketing Dive).

5. Pressure to Scale at All Costs

The push to use AI is intense. Over 87–89% of marketing professionals have now experimented with AI tools, and more than half say they’re under executive pressure to use them to produce faster and cheaper. But faster isn’t always better (Verblio, Marketing Dive).

Knowing how to use AI in content marketing means balancing efficiency with authenticity. The role of AI in content marketing is significant, but it should support, not replace, human expertise.

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Why Building Trust Is Important in Content Marketing

More content isn’t the answer if people don’t trust what they’re reading. Brands using AI in content marketing must keep that in mind.

Trust has become one of the biggest deciding factors in how people engage with brands. Around 88% of consumers say trust influences their buying decisions (Edelman Trust Barometer).

Trust leads to loyalty. Brands that are seen as trustworthy enjoy 6X more customer loyalty (Endelman DXI). Nearly 90% of consumers are willing to pay a premium to buy from companies they feel good about (Salsify).

This is why AI content marketing must align with your brand’s mission and values.

Transparency, tone and consistency all play a role. People want to know there’s a real person behind the message, someone who understands their concerns and values their time. That’s where generative AI in content marketing and SEO needs careful curation.

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4 Content Marketing Strategies to Build Trust

AI can help you create faster, but trust isn’t something you can automate. In content marketing and AI, it still takes empathy and real value to earn your audience’s trust.

Here are practical strategies that strike the right balance between using AI tools and staying real with your audience:

1. Solve Real Problems

It’s easy to fall into the trap of publishing just to hit quotas. But readers don’t care about frequency; they care about relevance. Focus on creating content that actually helps people.

“Many times, you can use data to drive decisions. Keyword research will dictate a lot of common questions your target audience is using Google for to find answers to some of their pain points,” said Brandon George, Director of Content at Thrive Internet Marketing Agency.

Keyword research offers a valuable starting point but is not the only source of insight. Sometimes, the most direct path to understanding your audience’s struggles is through the people who talk to them every day.

“One way to find out what kind of problems your audience is looking for answers to is to ask your front-line employees about them. Many times, this is your sales team,” George said.

“Ask them what they’re hearing from leads, what kind of problems they are bringing to them, what kind of questions they are asking for help with and what they are saying needs to be solved. This will help guide you on what kind of content you need to be creating to help solve their pain points and drive more leads.”

Your sales team hears firsthand the real questions, frustrations and challenges potential customers face. Leveraging this knowledge can be a powerful tool for creating content that resonates with readers.

2. Speak Like a Human

Even if you use AI in SEO and content marketing, the final content shouldn’t sound like a machine wrote it.

“You want your content to be authentic and forge an emotional connection. You want your content to strike the right tone and not use big words in an effort to impress someone. Your content shouldn’t sound robotic. The more personality you can show in your content, the more likely it will feel ‘human,’” George said.

Readers can quickly sense when writing feels stiff or artificial. Content that tries too hard to sound smart often loses the very people it’s meant to engage. Instead, aim for language that feels approachable and genuine.

“One of the areas AI content struggles with is showing empathy. It has improved some, but it’s still a gap,” George said.

Because of the limitations, applying a strong editorial process is crucial. Automated drafts should never be the final product.

“I always recommend at least two edits for every piece of content as well,” George said. Multiple rounds of editing allow you to inject an authentic voice, refine the tone and ensure the message connects authentically with readers.

3. Double-Check for Accuracy

Content marketing AI generates convincing content but doesn’t always get the facts right. Make sure a real person reviews everything before it goes live. This is especially important for health, finance and other sensitive topics, as misinformation can quickly hurt trust.

“Editing content, regardless of how it was generated, should always include fact-checking the content. Anytime someone makes a claim or uses data or dates, among other information, it should be cross-checked for accuracy,” George said.

Content marketing and AI have come a long way. However, many tools still pull from massive amounts of existing content, which can often be inaccurate or misleading.

“You have to understand AI content is just regurgitated content from previous information published online. Much of that content can include incorrect or outdated information,” George said.

To protect quality and trust, clear editorial systems must be in place.

“You should have clear SOPs and editing standards in place regardless of where the content was generated from, but it should be heightened and more stringent if the content is being solely produced by AI,” George said.

Without a careful human review, errors can slip through and damage your brand’s credibility. Therefore, using AI in content marketing means combining efficiency with rigorous human oversight.

4. Keep Humans in the Loop

AI is a tool, not the creative director. Every piece of content should go through a human editor who can refine tone, check facts and make sure it aligns with your brand voice.

“AI can help your content efficiency, but it needs to include human creativity. Nothing about AI content is unique. It’s just reusing from what’s already out there,” George said.

The role of AI in content marketing should be supportive, enhancing human creativity rather than replacing it. Content created without human involvement lacks the essential nuance and emotional depth that make communication effective.

“You must always have human oversight as it relates to content. Otherwise, you’re taking a big risk of publishing content with factual errors and not including that human touch that can be so instrumental in driving more conversions,” George said.

Beyond engagement and accuracy, there’s another major concern: search performance.

“If you’re publishing a lot of AI content, it’s not content that follows Google’s helpful content update guidelines and likely won’t rank nearly as well as content that follows the algorithm that Google has in place.

Also, what if Google updates its algorithm at some point to penalize AI-only content even more? If all you’ve done is publish a bunch of AI content, you’re putting your online lead generation at great risk of drying up,” George said.

There’s also a broader strategic risk to consider, one that goes beyond content quality.

“Who is one of Google’s biggest competitors these days? Well, it’s ChatGPT because it continues to account for more searches and decreases the use of Google day by day,” George said.

As AI tools like ChatGPT grow in popularity, the rivalry between major tech platforms intensifies. If Google views ChatGPT as a direct threat, it may respond with stricter algorithm updates. That means content generated exclusively by AI, especially by ChatGPT, could be at risk.

“What if Google decided to penalize all content created by ChatGPT, its biggest threat, with an algorithm update? Do you want to take on that risk?” George said.

In that scenario, even high-volume content efforts could backfire, leaving your online visibility and lead generation vulnerable. Ultimately, humans must be at the center of your process to preserve connection and protect your search rankings.

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How to Future-Proof Your Brand With Trust-Based Content

AI is here to stay. It’s changing how we work, how we create and how fast we publish. But while technology keeps evolving, people still want to connect with people.

If your brand wants to stay relevant in the long run, content needs to do more than show up in search results; it needs to build relationships. That means focusing less on volume and more on value.

The brands that will thrive are the ones that use content marketing and AI together thoughtfully. Future-ready companies are already exploring how to apply digital marketing ethics to ensure transparency and trust while scaling their content.

So what does future-proofing look like?

• It’s leading with empathy, so your message speaks to real challenges and emotions.
• It’s about putting people first, so every blog, video or social post reflects genuine understanding and care.
• It’s also about consistently backing your content with human insight, expert knowledge and editorial review.

The role of AI is not to replace human creativity but to support it. When done right, using AI in content marketing helps you work faster while keeping your brand voice consistent and trustworthy.

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Trust Is Built, Not Automated

Trust isn’t built overnight. But every piece of well-crafted content is a step toward long-term loyalty. While some brands chase quantity, the ones who understand how to use AI in content marketing prioritize clarity and authenticity.

Blending AI in SEO and content marketing means making smart, data-driven choices without sacrificing human nuance. At the same time, the most successful brands maintain a foundation rooted in digital marketing ethics: a commitment to honest, value-driven content.

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Let’s Build Something Your Audience Will Actually Trust

AI has made it easier than ever to produce content but harder than ever to stand out.

If your goal is to build lasting connections and stay ahead in search, you need more than automation. You need a content writing partner who understands how to combine strategy with authenticity.

Thrive provides content marketing AI solutions to help you stay visible and credible. Whether you’re refining your voice or need guidance in generative AI in content marketing and SEO, we’ll help you build a system that aligns with your goals and values.

The role of AI in content marketing is evolving fast, but human insight still leads the way. Thrive will show you how to use AI in content marketing without losing the personal connection your audience expects.

Contact us today to get started with Thrive’s generative AI in content marketing and SEO services.

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Frequently Asked Questions (FAQs) About Leveraging Content Marketing To Build Trust in the AI Era