Artificial Intelligence has revolutionized many industries, including public relations and communication, and it offers countless benefits, from automating repetitive tasks to generating data-driven insights. However, AI has also had an incredible role in imitating, fabricating or manipulating almost anything. So, because of AI, building a trustworthy executive identity has never been more important. With AI comes the risk of digital deception, making it harder for people to discern what's authentic from what’s fabricated.
From deepfakes that mimic politicians to AI-generated celebrity endorsements, the ease with which misinformation can spread threatens to erode trust in leadership, brands and institutions. Executives need to leverage PR not just as a tool for visibility but as a way to build a genuine and reliable image that people can believe in. As digital manipulation becomes more sophisticated, trustworthiness is no longer a given; it must be earned through authenticity, consistency and purpose-driven action. These principles are at the core of public relations ethics that help executives remain credible in an age of artificial manipulation.
To navigate the challenges AI poses to building influence and trust, here are three essential strategies executives can adopt to enhance their influence and maintain credibility in the AI-driven era.
1. Develop a Consistent, Authentic Executive Voice
With AI-generated content flooding the internet, people are growing more skeptical of corporate messaging. This means that executives must not only be visible, but also human. A consistent and authentic executive voice is critical to cutting through the digital noise and reaching an engaged audience.
Before executives can build this voice, they need to find it. What sets a leader apart from an algorithm or AI-generated persona is personal experience, perspective and emotional connection. Executives should share stories that reveal their values, their struggles and how they’ve overcome challenges. Effective storytelling creates a natural connection with an audience that AI cannot duplicate.
For example, executives can write regular op-eds, engage on social media or create video content that highlights both their successes and failures. Showcasing real-world experiences not only helps develop a stronger connection but also demonstrates the executive’s willingness to be vulnerable and transparent—qualities that AI lacks.
And while messages may be adapted to fit each social platform's format, it’s important that the tone, values and overall voice remain consistent across platforms. A cohesive executive visibility strategy ensures that the voice is easily recognizable and not muddled by conflicting or erratic messaging.
2. Focus on Building Strong Media Relationships
Journalists, editors and influencers are also grappling with challenges to their credibility. Media outlets face an increasing need to counteract misinformation, and they are looking for reliable, authentic sources to help them do so. This presents a unique opportunity for executives to step forward as trustworthy voices in their industries.
Building strong, genuine relationships with media can help executives reinforce their credibility and visibility. By being a reliable source for journalists and appearing in respected media outlets, executives can emerge as thought leaders. These media relationships not only extend the reach of their messaging but also associate the executive with trusted, respected platforms.
Executives should seek out media opportunities through interviews, expert commentary or appearances on podcasts and industry panels. These interactions help position executives as go-to sources within their field, adding another layer of credibility to their persona.
Executives should collaborate with PR teams to identify key journalists and outlets that align with their brand and values. Together, they can brainstorm story angles that offer real value and insight, positioning the executive as a thought leader and not just another voice in the crowd.
3. Engage in Purpose-Driven Thought Leadership
In a world where AI can churn out endless streams of content, having expertise alone is not enough to stand out. Purpose-driven thought leadership—leadership grounded in meaningful, value-driven initiatives—is what will differentiate executives from AI-generated noise.
Leaders must take the lead on issues that genuinely matter to their company, its stakeholders and themselves. Whether it’s sustainability, diversity or innovation, purpose-driven initiatives need to align with a company’s mission and values. These show that the executive isn’t just speaking to fill space, but is instead contributing to solutions for real-world challenges. Keynote speeches, byline articles and participation in forums help demonstrate that executives aren’t just paying lip service to important causes—they’re actively leading the conversation.
This kind of leadership builds lasting trust. Audiences can see through superficial messaging, especially when AI generates similar content. To remain credible, executives must align words with actions, ensuring that public statements are backed by genuine commitment and tangible outcomes.
As AI technology continues to evolve, the challenge of building and maintaining a trustworthy executive identity will only grow. This means that executives must work harder to prove their authenticity and purpose in order to earn and keep their audiences’ trust.
By developing a consistent and authentic voice, fostering strong media relationships and engaging in purpose-driven thought leadership, executives can navigate the complexities of AI while positioning themselves as influential, trusted thought leaders in their industries. The future of executive PR lies not in battling AI but in embracing human qualities—authenticity, purpose and transparency—that AI cannot replicate.
John McCartney, APR, is Principal at Jmac PR.