Why We Need Authenticity in the Digital Age

The recent incident involving a digitally altered photograph of Catherine, Princess of Wales and her children has sparked widespread media attention and controversy. If you’re like me and not particularly interested in the Royal Family, you may be wondering why a bad Photoshop job is such a big deal. However, after reflecting on the situation, I recognize that the issue at hand is more important than a single photograph. I see this as an important touchpoint for broader discussions on authenticity in the digital age.

Having spent years in the tech industry, I’ve witnessed firsthand the evolution of digital media and its impact on public perception and trust. The ease with which images and videos can be altered or even fabricated today is alarming, not only for public figures but for brands and consumers alike. This technology, while revolutionary, demonstrates the imperative of discerning authenticity in an era of manipulated content.

What’s the Big Deal?

While the “scandal” surrounding the altered photo of the royal family amounted to little more than a Photoshop blunder, it did have far-reaching consequences for media outlets. Within hours of the photo being circulated, Getty Images, Agence France-Presse, and the Associated Press asked clients to stop using it, noting the image had been altered and violated their ethical standards. And while the modifications to this image were obvious to many, it’s important to recognize that it isn’t always easy to tell when an image has been altered to mislead us.

AI-generated images and deepfakes, videos that have been digitally altered so a person appears to be someone else, are becoming more widespread – worryingly so. From illicit fabricated images of our biggest pop stars to deepfakes influencing the election, the concerns around this technology are legitimate and relevant. In fact, lawmakers in at least 14 states have introduced legislation to combat the threats AI and deepfakes are posing to political campaigns.

However, the implications of such digital alterations extend beyond the realm of celebrity photographs and political ads. The business world is at a turning point, and for brands, the quest for authenticity has never been more critical. The growing presence of AI-generated content and other digitally altered media challenges us to consider what authenticity means in our interactions with our customers and stakeholders.

Why Authenticity and Building Trust are Vital

The rapid evolution of technology in digital media has significantly eroded consumer trust. People are more aware and skeptical of the content they consume. They are becoming savvier, learning to question and look for signs of digital manipulation. This shift necessitates a response from companies that is rooted in transparency and authenticity.

For example, fashion magazines, celebrity-focused publications, and advertisers have seemingly always retouched the subjects of their photos and ads, or at least since the technology has existed to do so. For many years, this practice had been well-known but not widely criticized.

In recent years, consumers have pushed back, making it clear that they want authentic brand experiences and more relatable content. And today, calling out images that were created by artificial intelligence without proper labeling has become a virtual cottage industry in the media world.

The idea of “perfection” brands have been selling is losing its audience. Instead, authentic visuals that present life realistically are winning out over those that look staged, or worse yet, completely fake.

Ensuring authenticity online means committing to truthfulness in how we present ourselves and our brands. It’s about aligning our digital persona with our real-world values and actions. This alignment helps in building trust and establishing a brand as a reliable source of information, something that is crucial in a landscape where skepticism is becoming the default.

Putting It All Together.

The stakes are high for companies that choose to ignore the importance of authenticity. Brands are already seeing consumers up in arms against the use of AI-generated imagery, and in a world overflowing with information and options, the ability to stand out often hinges on a brand’s capacity to create genuine connections. Failing to do so not only undermines consumer trust but also jeopardizes a brand’s relevance and longevity.

Building authentic connections with customers and stakeholders means embracing transparency and leveraging technology to enhance our shared humanity rather than obscure or manipulate it. As we navigate the growing complexities of the online age, let us prioritize authenticity in how we present ourselves. We must build trust and foster genuine relationships in our increasingly digital world.

Authenticity and transparency will not only guide us but also elevate the discourse, ensuring that technology enhances, rather than diminishes, our collective pursuit of truth and trust.

This article was originally published in the Arizona Daily Independent.