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Feature BY Emily McCrary-Ruiz-Esparza | July 23, 2026

The Trust Economy: Marketing in the Age of AI-Generated Sameness

The attention economy has been flipped on its head. Creating highly polished, precisely targeted ad campaigns was once an expensive endeavor, requiring teams, time, and budget. But suddenly, artificial intelligence has flooded the channels with cheap content that’s mass-produced and poorly valued.Trust is now almost as important as awareness, said Renaye Edwards, the global chief operating officer and managing director at the ad firm Ammunition, and it’s relevant earlier in the buying cycle. Consumers have grown skeptical of brands that make grand promises, whether about product value, environmental responsibility, authenticity, or workplace culture. Companies that published road maps toward five- and 10-year goals about corporate values tended to invite scrutiny, opening themselves to accusations of “greenwashing,” “diversity washing,” or “pinkwashing”—labels for the gap between what a company says and what it actually does.Consumers in 2026 are savvier and maybe a little more cynical. Tired of handing their attention to disingenuous companies, they’re looking for brands they can trust, but proving credibility is harder than it’s ever been.‘Today, Customers Own the Conversation’In the trust economy, marketing no longer covers for a brand’s operational or ethical failures. “If your brand is promising something it fundamentally can’t deliver, then you have a much more systemic problem,” said Robin Harrison, CMO of customer-experience technology company Concentrix. Some brands make loftier promises than others, simply by the nature of the business: While a budget airline may be able to get away with an AI-powered chatbot, a home security company would not. “When you’ve got a brand that is premium or it’s high-value or it’s quirky, letting AI do the work for you feels like the wrong thing.”Achieving authenticity is a matter of hewing closely to brand values, according to Angela Johnson, the CMO of Edible Brands, the parent company of Edible Arrangements, known for its fruit bouquets. “Edible has its ‘wow’ factor to protect,” she said. “We have a $75 check average, and it comes in beautiful wrapped branding, red packaging. It’s handcrafted, it’s very personal, and it’s hand-delivered.”While Edible is active on social media and often comments on cultural moments like the World Cup and Love Island, it passed on the 2025 Labubu craze, which didn’t feel elevated enough for the brand, as well as this year’s tongue-in-cheek “bad news for my wallet” meme in which content creators confess their indulgent spending habits. High quality doesn’t mean high-polish, though, and given the personal nature of gift giving, Edible has found better success working with content creators that deliver candid, unpolished exposure. As it builds awareness among Gen Z consumers, the brand has increased its influencer marketing budget by 27% since the initial investment in 2024, while at the same time pulling budget from linear-TV ad buys.“Years ago, companies owned the message. Today, the customers own the conversation,” said Diana Sanicki, head of marketing in North America for construction technology and materials firm Doka, during a From Day One panel discussion in July on authenticity in marketing.Consumers are quick to scold companies that show up uninvited. Just a few years ago, social media users might get a kick out of a witty comment from Oreo’s official Instagram account on another brand’s post. But tolerance for this attention-seeking behavior is now incredibly low. Comments from brands are often met with a string of replies from annoyed users.If the public no longer really believes the stories that brands tell about themselves, trust can be borrowed from the people consumers already know, like creators and peers. Of course, “the risk of working with content creators and user-generated content is that it requires some surrender of control,” said Sandra Moerch at 3D-software company Autodesk, during the July panel discussion. But when it works, the trust is more likely to last.Highly digital consumers are hungry for the real world and its flaws. Edwards, of the ad firm Ammunition, said that her recent appearance on an uber-polished video podcast didn’t garner nearly as much engagement as an off-the-cuff, low-fi video she made with her front-facing camera. “It feels like we’re almost regressing back to the unpolished version of everything,” she said. “The two are night and day in terms of the way that they perform.” Now that AI makes it possible for a brand to do anything, “everybody’s questioning whether something’s real or not.”Where Trust Is LostIf authentic companies don’t deliver what they stand for, then trust erodes in the gap between the two. AI is proving most valuable in operational infrastructure, not as a substitute for original content or brand identity. In many cases, AI shouldn’t be customer-visible at all, says Harrison of Concentrix. “Remember that AI can make operations more efficient and more effective by sitting in the background.”Companies using AI to generate content or marketing insights are just on their way to irrelevance, he says. If everyone is getting their ideas from the same place, then everyone will begin to look and sound the same.As campaigns, products, and even companies become easier to replicate, “the only thing that then differentiates you is your brand and the people you’ve got within the business,” said Edwards. Consumers are easily fatigued, and they’re quick to spot copycats. Once a trend catches on—whether as a meme, a product, or a claim—“people are like, ‘it’s kind of everywhere, so it’s like anything, isn’t it?” she said.In an environment where brands are looking more and more alike, the ones that deliver on their brand promises will stand out. The problem is that when money’s tight, companies often spin up quick campaigns and neglect the hard work of brand-building, which may need a rebrand itself, said Edwards. Given the choice between “brand marketing” and “performance marketing,” which would an executive choose? The temptation is to go for the latter. But Edwards believes the focus on performance is short-sighted, especially when content is abundant but credibility is scarce. “These short-term kind campaigns feel like a means to an end,” she said. “A race to the bottom.”Emily McCrary-Ruiz-Esparza is an independent journalist and From Day One contributing editor who writes about business and the world of work. Her work has appeared in the Economist, the BBC, The Washington Post, Inc., and Business Insider, among others. She is the recipient of a Virginia Press Association award for business and financial journalism. She is the host of How to Be Anything, the podcast about people with unusual jobs.(Photo by atakan/iStock)

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Live Conference Recap BY Carrie Snider | July 15, 2026

Reducing Change Fatigue and Building More Adaptable Teams

If the past few years have made anything clear, it’s that change is now a constant in business. That reality has left employees at every level grappling with change fatigue. How can leaders help their people adapt while reducing the toll of continual transformation?At From Day One’s Manhattan conference, leaders participated in a panel addressing practical approaches for leaders. Moderated by Tania Rahman, social media director at Fast Company, they discussed how organizations can move beyond reactive change management and instead build systems that help employees sustain performance through continuous disruption. Across the conversation, a clear theme emerged: change fatigue is not simply about the pace of transformation, but about how leaders communicate, support, and structure it.Reframing Fatigue With Better CommunicationWhen most people think of change fatigue, they think of the volume of change. But it could be more about how that change is communicated. Michele Moskowitz, group head of talent at TP ICAP, emphasized that leaders have more control here than they might think.“Change fatigue comes when change becomes tiresome,” she said, but added an important distinction: “people are never really fatigued by positive change, by things that are exciting and inspirational.” The difference lies in how the change is framed and reinforced.At TP ICAP, leaders focus on consistently answering a core question for employees: what’s in it for me? By clearly communicating why a change matters, whether it’s a merger, a new system, or a strategic shift, and repeating that message across channels, organizations can shift change from something imposed to something employees can connect with and even anticipate.Leaders spoke about "Change Fatigue Is Real: How Leaders Can Keep Teams Adapting," during the executive panel discussionEqually critical is moving beyond one-way communication. Moskowitz described a common failure point that leaders are relying on top-down messaging and expecting alignment to follow. “We have a leader who stands up at a town hall or sends out a big email and kind of expects the world to just follow their lead,” she said. Instead, organizations must invest in dialogue, not just announcements.That’s where managers play a pivotal role. Moskowitz calls them “meaning makers,” the ones responsible for translating strategy into reality and feeding employee sentiment back up to leadership. Supporting them with the right tools, training, and space to listen is essential to reducing fatigue. Without that middle layer functioning effectively, even well-designed strategies struggle to land.Acknowledging the Toll, Recognizing the EffortOne of the most overlooked aspects of change fatigue is its psychological weight. Naomi Dishington, director of consulting at Workhuman, pointed out that employees today are living inside a constant loop of change.“It feels like at least weekly, if not daily, we’re all embarking on that change again every day,” she said, leaving little time to process or recover. The result is a workforce that rarely gets the chance to fully move through the natural emotional cycle of adaptation.For leaders, the first step is acknowledging it, then they can move to fix it. That simple act of recognition can reduce stress and build trust, signaling to employees that their experience is valid and understood. From there, leaders can make change more manageable by breaking it into smaller, shared steps rather than presenting transformation as a single overwhelming goal, she says.Equally important is how organizations define recognition itself. In a constantly shifting environment, waiting to celebrate only outcomes is no longer sufficient. Dishington emphasized the importance of rewarding effort, not just success: “Recognize the process, recognize you raised your hand to volunteer, recognize you took a risk and you failed.”These moments reinforce the behaviors organizations need most right now, including adaptability, initiative, and resilience. Recognition becomes not just a reward system, but a cultural signal about what matters in times of uncertainty.Adaptability Is EssentialPointing to the growing importance of what’s often called the adaptability quotient, or AQ, panelist Cesar Salas, VP and head of HR operations, Americas at EXL, says roles are shifting faster than ever.“What I am doing now in my position is totally different from what I was doing two years ago, or one year ago, or even six months ago,” he said. That pace forces employees and leaders to accept a hard truth: what got you here won’t necessarily move you forward.At EXL, Salas is focused on turning adaptability into practice rather than theory. He asked his direct reports to identify “five mini projects” where AI could be applied to improve productivity. The key was not immediate execution, but identification and prioritization.By surfacing opportunities first, then selecting the ones with the highest impact, teams create momentum without overwhelming themselves. This approach builds what Salas describes as a “virtuous circle,” or small wins that reinforce learning, confidence, and continued experimentation.Adaptability, he says, is no longer optional. It is becoming a baseline requirement for both employees and leaders. Organizations that fail to build this muscle risk falling behind not because of technology itself, but because of how slowly people are able to adjust to it.Transparency Builds TrustIn times of constant change, employees are looking for more than transparency about what decisions have been made. They also want to understand why those decisions were made, what factors were considered, and the broader business dynamics that shaped them. Lacey McBurney, head of talent and culture at Wiley, emphasized that traditional communication often falls short because it focuses too heavily on outcomes rather than process. “Yes, you have to communicate what the change is, yes, you have to communicate why that change is important,” she said. “But we’ve been really focused on how the decision got made.”That distinction is critical. When employees understand the reasoning, constraints, and trade-offs behind decisions, they are far more likely to trust them—even when the news is difficult. Without that transparency, gaps are filled with speculation and skepticism.As McBurney noted, without context, employees often respond with questions like: “Why didn’t they consider this?” or “Why are they doing these things at the same time?”Wiley has also invested in continuous listening mechanisms, moving away from one-off feedback cycles. Instead of treating communication as an event-driven activity, the organization has embedded ongoing dialogue through leadership forums and smaller group discussions. This helps trust become part of the system, not just part of major announcements.Create Space for ChangeOne of the hardest truths for leaders to accept is that you cannot continuously add work without also taking something away. In today’s environment of nonstop transformation, creating space is essential.“You can’t have a conversation around this sort of change climate today without talking about where we can create slack in the system,” said Sallyanne Oettinger, senior director at LHH. Without that slack, even the best-designed initiatives risk overwhelming employees.The challenge is that prioritization sounds simple but rarely is. Teams often begin with the intention of streamlining work, only to find that “everything ends up in the urgent and important quadrant, no matter how hard we try.” Real prioritization requires difficult trade-offs, including saying no to initiatives that people value.That difficulty is amplified by the reality that change is no longer linear. “It’s simply not that anymore,” Oettinger said, describing organizations as “trying to swim to seven beaches at once.” In that environment, constant addition without relief accelerates fatigue.One solution is increasing employee agency over how those changes are implemented. That involvement reduces disengagement and helps people feel less like passive recipients of disruption. Ultimately, creating space is about resourcing people properly. “Employees need a little bit more slack, so that not everything is a burning priority,” she said. Without that breathing room, even strong strategies fail to land.In a business landscape where change is no longer episodic but constant, the leaders who succeed will not be the ones who understand and design for change fatigue and actively work to reduce its weight. Change fatigue isn’t going away. But it can be managed. And how organizations choose to manage it will define not just how well they adapt—but how well their people endure what comes next.Carrie Snider is a Phoenix-based journalist and marketing copywriter.(Photos by Josh Larson for From Day One)

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What Our Attendees are Saying

Jordan Baker(Attendee) profile picture

“The panels were phenomenal. The breakout sessions were incredibly insightful. I got the opportunity to speak with countless HR leaders who are dedicated to improving people’s lives. I walked away feeling excited about my own future in the business world, knowing that many of today’s people leaders are striving for a more diverse, engaged, and inclusive workforce.”

– Jordan Baker, Emplify
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“Thank you, From Day One, for such an important conversation on diversity and inclusion, employee engagement and social impact.”

– Desiree Booker, ColorVizion Lab
Kim Vu(Attendee) profile picture

“Timely and much needed convo about the importance of removing the stigma and providing accessible mental health resources for all employees.”

– Kim Vu, Remitly
Florangela Davila(Attendee) profile picture

“Great discussion about leadership, accountability, transparency and equity. Thanks for having me, From Day One.”

– Florangela Davila, KNKX 88.5 FM
Cory Hewett(Attendee) profile picture

“De-stigmatizing mental health illnesses, engaging stakeholders, arriving at mutually defined definitions for equity, and preventing burnout—these are important topics that I’m delighted are being discussed at the From Day One conference.”

– Cory Hewett, Gimme Vending Inc.
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“Thank you for bringing speakers and influencers into one space so we can all continue our work scaling up the impact we make in our organizations and in the world!”

– Trisha Stezzi, Significance LLC
Vivian Greentree(Attendee) profile picture

“From Day One provided a full day of phenomenal learning opportunities and best practices in creating & nurturing corporate values while building purposeful relationships with employees, clients, & communities.”

– Vivian Greentree, Fiserv
Chip Maxwell(Attendee) profile picture

“We always enjoy and are impressed by your events, and this was no exception.”

– Chip Maxwell, Emplify
Katy Romero(Attendee) profile picture

“We really enjoyed the event yesterday— such an engaged group of attendees and the content was excellent. I'm feeling great about our decision to partner with FD1 this year.”

– Katy Romero, One Medical
Kayleen Perkins(Attendee) profile picture

“The From Day One Conference in Seattle was filled with people who want to make a positive impact in their company, and build an inclusive culture around diversity and inclusion. Thank you to all the panelists and speakers for sharing their expertise and insights. I'm looking forward to next year's event!”

– Kayleen Perkins, Seattle Children's
Michaela Ayers(Attendee) profile picture

“I had the pleasure of attending From Day One. My favorite session, Getting Bias Out of Our Systems, was such a powerful conversation between local thought leaders.”

– Michaela Ayers, Nourish Events
Sarah J. Rodehorst(Attendee) profile picture

“Inspiring speakers and powerful conversations. Loved meeting so many talented people driving change in their organizations. Thank you From Day One! I look forward to next year’s event!”

– Sarah J. Rodehorst, ePerkz
Angela Prater(Attendee) profile picture

“I had the distinct pleasure of attending From Day One Seattle. The Getting Bias Out of Our Systems discussion was inspirational and eye-opening.”

– Angela Prater, Confluence Health
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“From Day One did an amazing job of providing an exceptional experience for both the attendees and vendors. I mean, we had whale sharks and giant manta rays gracefully swimming by on the other side of the hall from our booth!”

– Joel Stupka, SkillCycle
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“Last week I had the honor of moderating a panel on healthy work environments at the From Day One conference in Atlanta. I was so inspired by what these experts had to say about the timely and important topics of mental health in the workplace and the value of nurturing a culture of psychological safety.”

– Alexis Hauk, Emory University