The Power of Brand Trust in the Uncertain Age of AI

While artificial intelligence was the headline topic at this year’s Cannes Lions Festival, a quieter, but equally important theme emerged across multiple panels: brand trust.

In sessions like “Brand Purpose as a Competitive Advantage” with executives from Weber Shandwick and Hilton, Canva’s “Branding When It’s The Wild West,” and DoorDash’s “AI That Sells,” one consistent message stood out – AI can drive efficiency and scale, but without consumer trust, it loses impact.

Canva’s “Branding When It’s The Wild West" Panel

Each company offered a different lens on AI’s role in marketing, from content creation to logistics optimization. Yet no matter how innovative the tools, all the speakers emphasized a shared priority: maintaining credibility and consistency with their audiences. The key takeaway was that efficiency means nothing if the consumer doesn’t trust the brand behind it.

This point resonated deeply throughout my time at the festival. It’s easy to get caught up in the promise of smarter tools and faster processes, but at the end of the day, people want to buy from brands they believe in. Whether that’s a hotel chain, a food delivery platform, or a creative design tool, trust is what keeps consumers loyal.

“Brand Purpose as a Competitive Advantage” Panel

Reflecting on this theme between panels, I realized just how central trust is in today’s marketing environment. As the capabilities of AI continue to evolve, it’s not enough to adopt the latest technologies. Brands must also uphold the values and purpose that build lasting relationships with their customers. In an era where AI is reshaping how we connect with audiences, trust remains the most powerful asset.

DoorDash Panel