Hume Marketing Co

Thought bubble: Let’s be real

By Lexie Hume, Director, Hume Marketing Co. 

So, here we are, diving into this article which, to be honest, should probably be a video given that I’d like instant engagement and conversion, but the goal for this one is to nurture sustainable SEO on Google, soon to be ‘GEO’ – watch this space. Tricky.

I spent two minutes tab-hopping, two more wondering why – in 2025 – Outlook still can’t handle a simple “from: with attachment” search (let alone reply-all without dropping it), and eventually landed here: questioning my angle on AI.

I truly embrace it – but I’m fatigued by the synthetic sea of sameness I’ve been seeing in content served lately.

This may be, in part, because I spend my weeks working with businesses in financial services, property, and professional services where dotting the i’s and crossing the t’s is the standard. E.g. crafting marketing messages that are cognisant of ASIC regulations when communicating with retail investors.

Though, is it just me, or is B2B content starting to lose the raw, rough, realness it once had? Even economic updates used to have me captivated. This decline seems to be accompanied by a noticeable absence of both empirical and anecdotal depth.

So yes, AI got me 80% of the way here with this article, hallelujah, as my eyes are sore from a 12-hour workday (my optometrist assures me though that the blue filters work, so not sure if it’s user error or just time to switch off). So AI helped me, does that mean this is just another piece about to be served to the synthetic sea of sameness?

AI has got me 80% of the way there. But that last 20%, the part that incorporates my personal brand identity, tone, voice, intent, and nuance (my beautifully after-shampooed human conditioning), is what makes the heartbeat of this article come through – that’s me: Lexie Hume. Oh heyy.

I know you’re time-poor — cue a subheading (ideally with an Americanised tone, excessive em dashes – oops – and that unnervingly robotic polish – maybe throw in a few emojis and a ✨ for good measure).

Why am I writing this?

I had on my to-do list: “write a thought leadership article.” This has got me thinking about my own Lexie quote – no reference needed (clever; that just saved me 2 mins):

“I don’t want to be a thought leader. I want to be in thoughtful two-way conversation with my audience – to learn and grow together.” (Profound, no?).

Why does what I’m saying matter for brands?

According to Edelman’s 2025 Trust Barometer, 62% of people find AI-generated content “too generic” and “lacking authenticity,” while 58% of consumers feel disengaged when they suspect content is AI-written (Pew, 2025). Almost half now actively seek out human-created alternatives.

So yes, AI helps us move fast – but what are we losing in the process?

Brands aren’t just competing for attention anymore. We’re also competing for trust.

What I did in this article was start to layer in my personal lens, my own lived experiences, and the parts AI just can’t know… (not yet, I hope). And that got me thinking:

Are we losing the why, how and everything in between in our rush to publish the what?

It’s a lifesaver that you’re fast-tracking your messages to market — and let me tell you, getting content from stakeholders is a godsend, since that’s usually a major bottleneck. But finding content that’s actually high-quality and authentic is still surprisingly rare.

Algorithmic engagement farming has created environments where authenticity is scarce – and therefore incredibly valuable.

Quirky, flawed, real voices are in demand. It’s possibly why LinkedIn now favours posts with actual spelling mistakes – a subtle nod to the messy, human touch.

Here are a few more tips:

Have you considered your brand story and tone?

Your brand story and tone are the emotional connectors between your business and your audience. They convey your mission, values, and personality, making your brand relatable and memorable. Elements like customer testimonials, founder narratives, and team spotlights add authenticity and foster trust.

Trust signals: transparent brand communication

People trust people. Not perfect corporations or synthetic avatars. Be visible. Share behind-the-scenes moments, honest reflections, and real feedback – even when it’s not glowing. It works. Edelman found that 71% of consumers trust brands showing real-life transparency, compared to just 45% who trust AI-generated influencers.

Exclusive, high-value content (not just more content)

With synthetically same content flooding the market, quality and access are now your edge. Curated communities, VIP newsletters, and real-time experiences (even just a handwritten note or live Q&A) outperform a dozen generic posts.

Reclaim the human touch in customer service

Efficiency is great – until it becomes avoidance. AI has a role, but don’t let it replace people. A hybrid model lets you scale without sacrificing soul. Proactive, personal touch points still win. I’m going to mention this to Booking.com – I can’t tell you the headache I’ve had lately trying to sort out some life admin… getting distracted again.

Authentic influencer partnerships (not AI avatars)

Work with real people. Micro-influencers with loyal communities, long-term partnerships over one-off ads, unscripted content over polished perfection – it all signals authenticity.

Guerrilla and offline tactics for a digital-weary world

Real-world activations have power again. Think small gifts, surprise-and-delight moments, local events. They show care and effort – and create brand stories that travel further than an algorithmic loop.

Community-led growth

Don’t just collect followers. Build spaces for dialogue, feedback, and shared ownership of the brand journey. Invite people in. Co-create. This is how brand loyalty is earned in a noisy world.

Purpose-driven marketing that actually means something

Green claims and social statements aren’t enough. Consumers want substance – backed by proof. Align with causes you care about, and empower your team to embody the values you say you stand for.

Ahh, I’m back – had an AI ✨ moment. Needed to get a few details in for you all.

Anyway, I’m off – probably about to make some couscous and contemplate how I double down on generating two-way conversations now that I’m a visionary quoter.

Let’s discuss more: book a time for a virtual coffee.

Connect with me on LinkedIn.