Beyond AI hype: How communicators can build trust with stakeholders

As AI becomes standard, customers want proof, purpose and human judgment – not buzzwords. This is how to cut through the AI noise and build trust.

By Isabelle Dann

Not long ago, talk of artificial intelligence carried the charge of a mid-century office encountering its first IBM computer. In Mad Men, the machine arrives with ceremony and caution, displacing desks and assumptions in equal measure. It’s not presented as progress so much as inevitability. AI has followed a similar arc: what once felt abrupt, even theatrical, has become ordinary. Today, AI is simply table stakes – a baseline expectation, rather than a competitive edge.

As AI embeds itself across tools, messages and products, the technology alone is no longer a compelling narrative. What was once a differentiator has become infrastructure: expected, assumed and, in many cases, only partially understood.

For those working in public relations, marketing and communications, this shift matters. When technology becomes ubiquitous, the challenge is no longer how loudly it is promoted, but how meaning is restored. Experimentation with AI is widespread and often justified. Still, surprisingly few can explain clearly – and credibly – why it matters to their business.

The end of the AI advantage

As such, the task for brand leaders is to move beyond AI-led positioning and towards narratives grounded in trust, human insight, and demonstrable value. Most organisations now claim some form of AI capability, often using strikingly similar language, resulting in narrative saturation and diminishing impact.

Research reflects this shift. A recent Forrester report found that B2B buyers are increasingly sceptical of abstract technology claims, prioritising evidence-backed validation over general messaging about AI capabilities. In this environment, an over-reliance on AI as a headline claim risks crowding out more meaningful stories about purpose and relevance. AI is no longer the story; it is the stage.

From capability to credibility

In an AI-mature market, credibility matters more than capability. I often see organisations reach for AI-led messaging before they have clarified what they want to say or why it should matter to anyone else. The organisations that cut through are not those that talk most enthusiastically about technology, but those that demonstrate a clear understanding of the problems they are trying to solve.

This requires a shift in emphasis. Rather than leading with what a system can do, communicators need to focus on what changes as a result. Who benefits? How does it improve decision-making, efficiency or outcomes? And why does that matter now?

Specificity is crucial here. Vague claims about intelligence or automation rarely build trust. Clear, concrete examples do. They allow audiences to judge relevance for themselves, rather than being asked to take innovation on trust.

This is where communications earns its keep. Translating complexity into clarity has always been a core PR discipline. In an AI-saturated environment, it becomes the primary source of differentiation.

When AI messaging does more harm than good

There is also a quieter, but equally important, point to make: not every organisation needs to foreground AI in its messaging at all. One of the risks of trend-led communications is reflex. As AI dominates headlines, brands can feel pressure to weave it into their narrative, whether or not it meaningfully supports their strategy. In doing so, they risk diluting what already works.

Good messaging follows strategy, not fashion. If AI materially changes how an organisation creates value, it deserves careful explanation. If it does not, over-amplifying it can distract audiences and raise unnecessary questions.

In some cases, the most disciplined communications decision is restraint. Knowing when to leave well alone is as important as knowing when to refresh.

The trust equation

As AI becomes more embedded, it also becomes more sensitive. Questions around data use, transparency and ethics are no longer niche concerns; they sit squarely within the mainstream.

Trust is not an abstract concept. It drives purchasing decisions and is built – or lost – through communication. In practice, it rests on three foundations: competence, honesty and empathy.

Competence is demonstrated through clarity. Organisations that truly understand their technology can explain it plainly, without hiding behind jargon. Honesty means acknowledging both limits and strengths – being open about where AI excels and where it falls short. Empathy requires recognising how audiences feel about automation and data, and addressing those concerns directly.

Transparency and integrity underpin long-term trust. For communicators, this reinforces a familiar truth: understatement often builds more credibility than hype.

Human judgment in an automated age

As automation continues to proliferate, human judgment has never been more valuable. AI can accelerate production, but it cannot decide what matters most to an audience. It cannot weigh tone, context, or timing. That responsibility still sits with communications professionals.

In practical terms, many organisations would benefit from auditing their AI-related messaging with a few simple questions:

Does this explain impact, or merely describe technology?
Would this message sound different if a competitor said it?
Is there a clear human outcome at the centre of the story?

Removing inflated claims and unnecessary jargon is not about dumbing down. It is about respecting the audience’s intelligence.

Less artifice, more intelligence

AI will continue to reshape how organisations operate and communicate. That is not in doubt. However, as technology becomes commonplace, the narratives surrounding it must evolve. The brands and business leaders that stand out will not be those that shout loudest about AI. They will be those who use it thoughtfully, communicating with clarity, restraint, and purpose.

Cutting through noise, building trust, and making complex ideas accessible have always sat at the heart of PR and communications. Ultimately, in an AI-saturated landscape, these human skills are not diminished; they are indispensable.

A colour portrait of Isabelle Dann against a grey background. Isabelle is a white woman with shoulder length blond hair who is wearing a black jacket.

Isabelle Dann is an associate director at the global brand, marketing and PR agency Aspectus Group, specialising in B2B technology.