tms hosts “Trust the Generative Process” Webby Talk

The Webby Awards, an annual international award show that recognizes internet excellence, returned to our Chicago headquarters to host their Webby Talk, “Trust the Generative Process”. The conversation explored how the AI revolution is reshaping credibility and consumer trust online. 

The session highlighted how AI creates new opportunities for brands and creators but also fuels scepticism. Consumers are becoming increasingly savvy about spotting AI in ads and content – even the suspicion of AI can lead to negative attention. Transparency and authenticity are critical as brands adopt these tools. 

As Dr. Fei-Fei Li, Webby Lifetime Achievement Award Winner states, “Artificial intelligence must benefit humanity.” Trust is quickly becoming the internet’s most valuable currency and brands that prioritize credibility will be the ones to succeed in the Intelligence Age. 

The Webby team outlined four key pillars for building trust when using AI: credibility, utility, autonomy, and longevity. Brands can establish credibility by delivering consistently on what their audiences know them for, while utility comes from using AI to solve real and meaningful problems. Autonomy plays a role when tools empower people to make smarter decisions, and longevity is created by establishing patterns of trust that endure over time. 

Speakers compared today’s AI scepticism to the early days of the internet, when trust was low until new guardrails and secure systems emerged – a similar evolution is underway with AI as the technology matures. 

Learn more about previous Webby Talks tms has hosted, including a discussion on chronically online culture: “It’s Giving Brainrot”.