Huma Siraj
People Don’t Trust What They See Anymore
Look, this is wild. In 2026, just about anything online can be faked. Faces, voices, company statements you name it. And once it spreads? Forget trying to fix it.
The question isn’t whether it exists. It’s how fast you can show what’s real. People are skeptical. And skepticism costs money. HR teams double-check interviews. Investor teams verify quotes online. Customer support? They deal with cloned voices trying to scam them. False content spreads faster than truth, every single time.
So what do you do? Don’t just react. Build authenticity into how your company works. Not slides. Not press releases. Every day.
Deepfakes Are a Real Problem
Deepfakes are no longer a gimmick. Seconds of audio or video can trick almost anyone.
Imagine this: a video of your CEO resigning. Or saying something controversial. Even if fake, it spreads. Markets move, employees panic, customers doubt.
MIT research says false content spreads six times faster than verified news. Waiting to react is too slow. Prevention is the only smart play here.
Trust Is the New Currency
People barely trust anything online. Edelman says less than half of consumers believe what they see. And this isn’t just politics. It hits hiring, internal messaging, customers everything.
Executives are realizing something obvious but hard: authenticity isn’t claimed. It’s shown. Every day. Technology can amplify your voice. But it also amplifies lies. In 2026, credibility comes from proof, not polish.
Three Things Companies Can Do
Here’s what works, straight up:
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Track content origins. Every video, post, press release should have a record. Where did it come from? Has it been edited? Standards like the Content Authenticity Initiative help.
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Verification systems. Quick checks are everything. Minutes matter. Rapid confirmation reduces damage.
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Train your people. Staff often see fakes before leadership. Teach them how to spot them. Teach them not to share anything unverified. Media literacy isn’t optional anymore. It’s operational.
Leadership Looks Different
Live matters. Imperfect matters. Stumbles, pauses, unscripted moments; these now signal authenticity.
Posting across verified channels, keeping transparent archives; it all helps. People notice if you hide behind polished videos. They value traceable honesty over perfect messaging.
Regulations and Ethics
The EU AI Act takes effect in 2026. Requires labeling of AI-generated or manipulated content. Other countries are talking, enforcement is patchy.
The bigger question isn’t “can we?” It’s “should we?” If you use synthetic content, label it. Explain why. People respect that honesty. They trust it more than slick presentation.
Why Being Real Still Wins
Technology can mimic anyone. But authenticity is still rare. And rare is valuable.
People notice consistency. They notice admitting mistakes. They notice correcting misinformation. They notice explaining why things happened.
Trust is earned through action. Not slogans. Not statements. Proof matters.
Prepare for the Fake Moment
Every company will face a fake someday. The question isn’t if. It’s when.
Be ready:
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Embed provenance in all content
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Train staff to spot manipulation
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Have rapid verification ready
Tech will evolve. So will ways to prove authenticity. Companies that treat being real as a daily metric, not a slogan, will earn trust that no technology can fake.
