MARKETING Trends 2026: Authenticity 3.0, the revolution that will force brands to show how they use AI – Revista Merca2.0

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The massive adoption of artificial intelligence in content creation has triggered an unprecedented crisis of trust. In an ecosystem flooded with perfect images, hyper-realistic videos, and messages generated in seconds, authenticity has once again become the scarcest and most valuable asset for brands. This is the warning from the Artlist AI Trend Report 2026, which identifies Authenticity 3.0 as one of the key trends that will shape the future of marketing, communication, and creativity in the coming years.
Unlike earlier stages—when it was enough to appear “emotional” or “real”—authenticity in 2026 demands something deeper: verifiable transparency about the use of artificial intelligence.
According to the report, Authenticity 3.0 defines a new way of building trust in the age of generative AI. It is no longer just about telling honest stories or showing a brand’s “human side,” but about clearly and openly explaining how content was created.
Artlist notes that we have entered a phase where almost any image, video, or voice can be synthetic, leading consumers to question everything they see. In this context, authenticity stops being emotional and becomes existential: Is this real? Was it generated by AI? What part was made by a person and what part by a machine?
The report reveals that 57% of consumers cannot identify whether an image was created with AI, and 84% believe brands should disclose when they use artificial intelligence.
This gap between what audiences perceive and what they expect creates a breakdown of trust. The ease with which deepfakes, fake testimonials, images of non-existent products, or scenes that never happened can now be produced has eroded the credibility of digital content.
For brands and creators, this makes one thing clear: hiding the use of AI is no longer a strategic option—it is a reputational risk.
For years, authenticity was associated with being “raw,” imperfect, and spontaneous. However, the Artlist AI Trend Report 2026 warns that this approach is no longer enough.
Authenticity 3.0 forces a key question that goes beyond whether something feels genuine: “Did this actually happen, and can it be verified?”
Trust is now built through transparency, context, and explanation. Showing behind-the-scenes processes, creative decisions, mistakes, human judgment, and the specific role played by AI becomes a central part of the message.
Brands that hide their use of AI risk losing credibility, while those that communicate it openly gain trust. Authenticity 3.0 introduces a new playbook:
Far from diminishing value, this transparency humanizes content and demonstrates judgment, ethics, and creative control.
The Artlist AI Trend Report 2026 introduces the concept of existential verification—a form of authenticity based on proof rather than narrative alone.
This means:
In this new environment, process matters as much as the final result.
AI has flooded the internet with highly polished, aesthetically perfect content, making imperfections signals of humanity.
The report highlights that mistakes, failed tests, discarded versions, and difficult creative decisions should no longer be hidden. On the contrary, they become brand assets, because they prove that real people are behind the content.
This approach breaks with the “everything must look perfect” mindset and reinforces perceptions of honesty.
One of the most cited cases in the report is Nutter Butter, a Mondelēz brand that embraced its strange, surreal, and unconventional identity. Instead of softening its narrative, it intentionally doubled down on its weirdness, generating:
Another direct outcome of this trend is the rise of the educational creator. Audiences no longer just want to consume content—they want to understand how it is made.
Creators and brands that explain how their AI workflows function, which tools they use, and what decisions they make and why are building authority, trust, and community faster than those who only publish polished end results. In this context, teaching becomes more powerful than selling.
The Artlist AI Trend Report 2026 concludes that AI has commoditized execution. Anyone can create attractive content quickly and cheaply. What cannot be easily replicated is intention, judgment, ethics, and the real story behind a brand.
Authenticity 3.0 thus becomes a defensive barrier against synthetic content saturation. Brands that adopt this philosophy will not only survive the noise, but stand out through credibility and coherence.
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