As AI adoption grows, communicators need to explain how it works, why it matters and where humans still fit in.
Organizations are quick to highlight their latest AI tools but, increasingly, that’s not the message audiences want to see.
“They want to know how you’re using it, why you’re using it and what it means for them,” said Gerry Rodriguez, EVP and U.S. head of brand purpose and impact at Edelman, during Ragan’s Crisis Communications Virtual Conference.
The problem isn’t AI itself, Rodriguez said. It’s the trust gap surrounding it.
“The rise of AI isn’t really what caused the trust crisis,” he said. “It just exposed it.”
When teams can explain what AI is actually doing, where humans are still involved and why customers should feel good about it, there’s a greater likelihood of maintaining trust.
When talking about AI, Rodriguez says communicators should:
- Show the process
Think beyond marketing language and explain how AI fits into your organization. If you’re using AI in customer service, tell customers what questions AI handles and when a human steps in.
If AI helps create content, explain the review process. If you’re launching an AI feature, explain how it improves the customer experience instead of calling it “innovative,” Rodriguez said. People want real examples, he said.
The goal should be to answer questions before audiences have to ask them.
- Bring in independent voices
Trust increasingly comes from people and organizations audiences already know, Rodriguez said.
Subject matter experts, academic institutions and outside partners play an important role because they can help validate what organizations are saying, which builds credibility, he said.
Communicators can strengthen trust by highlighting independent research, outside experts or third-party partnerships.
- Keep explaining after launch
An AI announcement should have ongoing updates. Because people look to personal networks for information, testimonials or LinkedIn posts make great avenues for sharing those updates, Rodriguez said.
“How do we tap into those peer networks and personal experiences where people are actually getting information?” he said. “Meeting people where they are is just going to become critically important to help bridge this trust gap.”
Continue sharing how your AI integration is working after launch through employee advocates, FAQs or short videos that answer can help common questions.
“Trust must be designed, not managed,” Rodriguez said. “In the absence of this information, people will assume the worst.”
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