The Association of National Advertisers (ANA) has announced its annual Word of the Year, selecting two terms for the first time: “authenticity” and “agentic AI.” This choice reflects the current marketing landscape, which is witnessing disruptions due to autonomous artificial intelligence while simultaneously responding to a heightened demand for transparency from consumers.
“In recent years, consumers have seen this technology evolve in real time—with increasingly sophisticated AI-generated content infiltrating television, social media, and other platforms,” stated Colleen Kirk, D.P.S., a marketing and management professor at the New York Institute of Technology. Kirk has extensively researched consumer responses to AI-generated marketing messages and emphasizes the importance of connection and transparency in branding. “At the end of the day, people still crave real connection and transparency. In the new year, brands must figure out how they strike a balance between leveraging AI and reaching consumers in a way that still feels genuine.”
Kirk’s research, published last year in the Journal of Business Research, delves into how the use of AI in emotional content creation can adversely affect brand perceptions. The findings highlight that companies must carefully navigate the disclosure of AI-generated communications, prioritizing authenticity in their consumer interactions. This is particularly crucial as brands may risk alienating their customer base if they fail to do so.
Some brands are starting to adapt their strategies in response to these insights. For instance, while Coca-Cola’s 2024 AI-generated holiday ads faced consumer backlash, the brand appears to have made notable improvements this year. Kirk attributes this shift to Coca-Cola’s decision to feature AI-generated animals rather than human figures, evoking holiday nostalgia while clearly communicating the significant human involvement in the ad’s creation.
“Consumers are becoming ever more skeptical of the human origin of advertisements and marketing messages,” Kirk noted. “While AI tools offer marketers an exciting new frontier, these professionals should bear in mind a time-tested principle: authenticity is always best.” This sentiment underscores the delicate balance between technological innovation and maintaining consumer trust.
The ANA’s dual selection of “authenticity” and “agentic AI” serves as a clear signal to brands navigating this complex landscape. As artificial intelligence continues to evolve, the need for transparency and genuine connection will only intensify. In a world increasingly saturated with automated content, brands that prioritize authentic engagement may find themselves better positioned to foster lasting relationships with consumers.
As brands move forward into the new year, the challenge will be to integrate AI capabilities without sacrificing the human touch that consumers value. The marketing landscape is at a pivotal juncture, and those who can effectively leverage technology while staying true to authentic messaging may lead the way in this evolving industry.
Colleen Kirk, D.P.S., New York Institute of Technology Professor of Marketing and Management, is available for interview/comment. Contact [email protected].
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