Brands Shift Focus to Authenticity as AI Rewrites Discovery Rules
Marketing leaders are moving beyond search engine optimization to build trust through human storytelling, as generative AI platforms replace traditional search as the primary discovery tool for consumers.
Gen Z increasingly uses ChatGPT and Gemini to plan purchases and itineraries rather than Google. This shift is forcing brands to rethink where they appear and how they're recommended. Industry executives gathered at the BW Marketing Excel Summit 2026 discussed how this "recommendation economy" demands new strategies.
The Rise of Generative Engine Optimization
Traditional SEO is no longer enough. Brands now need to ensure their content surfaces in generative AI responses - a practice called Generative Engine Optimization (GEO).
Nitika Khanna, Director of Marketing and Communication at Sarovar Hotels, said AI-led discovery is now a primary marketing priority in travel. "You have to be discoverable there because that is where people are creating their itineraries," she said.
For PR professionals, this means tracking how narratives perform on generative engines, not just measuring traditional media coverage. Akanksha Jain, Assistant Vice President of PR and Communications at Swiggy, said evaluating GEO effectiveness is now essential for reputation building. "From a narrative-setting perspective, it is important to go GEO and see how your narrative is really landing on these platforms," Jain said.
Authenticity Cannot Be Automated
As AI becomes more capable at processing data and generating content, executives warn against letting machines replace the human judgment required to build genuine brand trust.
Shilpashree Muniswamappa, Director of ESG and Communications at Colgate-Palmolive (India), said AI is useful for handling complex data but cannot replicate authentic storytelling. "The authenticity in storytelling still stays with corporate communications, and that's where we can actually add value to the company's reputation," she said.
Aanchal Jain, Director of Corporate Affairs at Mars India (Petcare), warned against letting AI-generated campaigns outpace actual corporate action. "Being rooted in authenticity comes from being true to your actions and your purpose," Jain said. She noted her team makes policy changes first, then uses AI to scale the resulting campaigns.
This distinction matters. Greenwashing and purpose-washing - where communications promise more than actions deliver - become easier when AI generates narratives faster than companies can act on them.
Making Technology Human
In consumer tech, the challenge is different. Products are often AI-driven, but specifications alone don't resonate with buyers in tier 3 and tier 4 markets.
Medha Dipi, Head of Communications at Tecno Mobile, said credibility comes from practical, human-angled stories. "Instead of talking about how the product is an AI-powered camera, we can actually bring a human angle to it," she said.
Abhishek Gulyani, Managing Director (India) at Zeno Group, framed the broader challenge: "As algorithms increasingly shape audiences and trust, we are entering the recommendation economy, where visibility and credibility are constantly negotiated, which raises critical questions around ethics, transparency and the future of trust in communications."
Communicators are moving from advisory roles to strategy-setting roles. Success requires balancing AI's efficiency with human judgment - using machines to scale campaigns while keeping brand values and authenticity at the core.
Learn more: AI for Marketing and AI for PR & Communications
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