The Association of National Advertisers (ANA) has announced its annual Word of the Year for 2023, making a notable decision to select two terms: “authenticity” and “agentic AI.” This dual recognition underscores the current state of the marketing landscape, which is grappling with the implications of autonomous artificial intelligence while responding to a growing demand for transparency among consumers.
As consumers observe the rapid evolution of AI technology—evident in increasingly sophisticated AI-generated content across platforms such as television and social media—marketing professionals are compelled to adapt. Colleen Kirk, a Professor of Marketing at the New York Institute of Technology and researcher in consumer responses to AI-generated marketing, emphasizes the need for brands to strike a balance between leveraging AI capabilities and maintaining a sense of genuineness in their interactions with consumers. “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 stated.
Kirk’s research, published last year in the *Journal of Business Research*, highlights the potential pitfalls of using AI to generate emotional marketing messages. Her findings suggest that brands must carefully navigate the disclosure of AI-authored communications, placing a premium on authenticity to foster positive perceptions among consumers. “Consumers are becoming ever more skeptical of the human origin of advertisements and marketing messages,” she said, pointing out the critical importance of authenticity in an era where AI tools are becoming integral to marketing strategies.
Some companies are already adjusting their marketing approaches in response to these consumer sentiments. For instance, while Coca-Cola’s AI-generated holiday ads for 2024 faced backlash, this year’s campaign appears to have resonated more positively with audiences. Kirk notes this shift as indicative of brands learning to better align their messaging with consumer expectations.
The ANA’s selection of “authenticity” and “agentic AI” reflects a broader industry trend that acknowledges the dual forces shaping contemporary marketing. As AI continues to introduce new dynamics into the marketing sector, professionals must not only harness its capabilities but also remain responsive to consumer concerns regarding transparency and trust. As Kirk succinctly puts it, “While AI tools offer marketers an exciting new frontier, these professionals should bear in mind a time-tested principle: authenticity is always best.”
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