Why Authenticity Matters in an AI-Driven Era
A roundup of what was said on stage.
Earlier on this year, we had the privilege of attending Performance Marketing Unlocked as the official filming partner – capturing interviews with speakers and delegates across two days of insight and conversation about the state of marketing.
Our Creative Director, Peter Norris, also took to the stage alongside our client Victoria Akinsowon, Content Marketing Strategy at Cvent, for a session called ‘The Performance Problem With Perfection: Why Authenticity Matters in an Automated Era’.
It’s a topic that sits at the very heart of what we do at Vox Pops International, and one that’s becoming increasingly debated as AI-generated content floods every feed. Here’s a breakdown of what they discussed, and why it matters.
The Video Confidence Gap
Video accounts for over 80% of all internet traffic, and more than 90% of businesses use it as a marketing tool.
It is a non-negotiable in B2B and B2C marketing, and yet only 38% of marketers feel confident actually creating it [1].
The confidence gap between knowing video is essential and feeling equipped to make it is significant, and it’s a problem.
The AI Shortcut
To fill that gap, many marketers have turned to AI tools that they believe can save time, reduce cost, and help produce content at scale. But this decision should be measured – because what marketers save in production time, they could be paying for in audience connection.
In fact, 52% of audiences say they won’t engage with content they believe to be AI-generated, and a further 70% say they simply don’t trust it [2]. This suggests that when people sense something was made with AI, they disengage and disregard the content entirely.
Behavioural science backs this up. Richard Shotton, founder of behavioural science consultancy Astroten, has written extensively about this concept he calls the “illusion of effort,” where people perceive things to be of better quality when they believe significant effort has gone into it [3].
We’ve all seen what happens when that “illusion of effort” is missing. Campaigns have been pulled after being labelled “slop” or “soulless”. McDonald’s almost ruined Christmas with an advert produced using generative AI clips [4].
The problem isn’t that AI-generated content doesn’t look good – it’s that it doesn’t connect.
The Performance Problem with Perfection
This is the central argument Peter and Victoria made: chasing perfection isn’t a winning strategy.
Audiences are increasingly attuned to what’s real and what isn’t, and the brands that are winning, are the ones showing up authentically. As Peter put it: “The most powerful thing a brand can put in front of their audience is an honest, human moment.”
Vulnerability isn’t a weakness – it’s a strategy, and one that’s proven to be successful.
A Real World Example
Peter and Victoria shared an example from our work together at Cvent CONNECT Europe, where we produced a mini ‘making-of’ documentary – combining event footage, interviews, and self-filmed moments to show the real work that goes into the flagship event.
The result was content that resonated because it was real – it entertained as much as it informed. And crucially, it was built to be reused across multiple channels and touchpoints, maximising the return on a single production.
What Marketers Can Do
The message is simple: pull back the curtain.
Show your process and let your people speak. Audiences don’t want to be sold to by a perfectly rendered AI avatar, they want to hear from real humans who understand their challenges.
The conclusion for us is clear: in a world of AI-generated content, perfection is a barrier to connection. The most engaging content is real and relatable.
References:
[1] VEED The Ultimate Guide to Video Marketing 2025
[2] Deloitte 2025 Connectivity Mobile Trends
[3] https://www.marketingweek.com/why-it-works-b2b-marketing/
[4] https://www.bbc.co.uk/news/articles/czdgrnvp082o
