How Generative AI Is Rewriting Brand Trust: A New Marketing Paradigm

The rapid development of generative artificial intelligence (AI) is transforming the relationship between brands and consumers, and brand trust is a major concern for the future. The established trust-building processes, which have long been based on the principles of human interaction, are being reorganized since new AI mechanisms are introduced to generate marketing material and engage customers in new patterns. The theoretical framework is developed in the study, and the impact of generative AI on brand trust is elaborated by outlining concepts of consumer perception of transparency, authenticity, and competence. The study is based on the established marketing and technological theories. This means that the notion that AI-mediated branding should be held does not imply that it is a technology-driven phenomenon that ought to be left to run, but rather that it should be intentionally manipulated. Brand trust is included among the mediators between AI-based communication and consumer behaviours. This study will add to the body of knowledge in marketing science by repositioning AI's generative power as a brand agent, rather than a facilitator. It can provide practical guidance to managers who may be confronted with questions of innovation, trust, and ethical responsibility in an AI-driven marketing environment.