As I sat in the Innovation Stage sessions at London Tech Week this week, listening to industry leaders discuss the future of marketing and brand building, one thing became clear: as AI advances, brands must become more human.
They need to focus on creating something that can’t be generated by a large language model – authentic human connection.
The Trust Revolution: From Control to Conduct
The most striking insight from the sessions was the fundamental evolution of trust. We’ve shifted from an era of “control trust” – where brands could carefully orchestrate their message – to “conduct trust,” where we need to build trust with our customers over time, who then become credible advocates.
For financial services and fintech companies, this shift is particularly profound. In an industry built on trust, 33% of Gen Z now trust influencers and alternative media personalities, compared to just 28% of those aged 65 and above. Traditional institutional credibility is being challenged by the growing demand for personality-driven authenticity. Showing the people behind the business is the best way to demonstrate this.
As one panelist noted, “personality can’t be generated” and “people buy from people”.
Creating your own world
Today’s successful brands are “world builders” who create touchpoints for audiences across channels. Two principles stood out.
First, consistency is king. Every touchpoint must reinforce your brand values. Your audience connects with who you are, and this needs to show up everywhere.
And think like a creator. Embrace continuous testing and rapid iteration. Quality can emerge from quantity when you maintain an authentic voice.
AI as Amplifier, Not Replacement
Perhaps the most reassuring insight for brand and marketing professionals was the recognition that AI serves as an amplifier rather than a replacement for human creativity. While AI can execute at scale and handle routine tasks, it cannot replicate the strategic thinking and emotional intelligence that drives meaningful brand connections.
Marketers are utilising AI to handle tasks they’re not naturally skilled at or that they’d rather not do. This could be data analysis, insight generation, or presentation creation – by offloading it to machines, marketers free headspace for creative and strategic work.
I kept hearing about the tension between immediate results and long-term brand building. The answer isn’t either-or – it seldom is. Start with strong values and strategy, then test rapidly across formats while staying true to that foundation.
The Path Forward
As we look towards the next decade, three imperatives emerged:
- Embrace AI adoption strategically: Start with one or two specific use cases. Don’t try to revolutionise everything at once.
- Invest in authentic relationships: Trust is increasingly built in private spaces – newsletters, member areas, and communities. Don’t neglect these touchpoints.
- Show up everywhere, authentically: Use your unique voice and values to create consistent experiences across all channels.
The Bottom Line
In an era where AI can and will generate an infinite amount of content, the brands that succeed will be those that establish trust and demonstrate value.
For financial services, technology, and fintech companies, building your brand is both a marketing challenge and a growth imperative. In a world of increasing automation, being true to your values and being authentic becomes your greatest competitive advantage.
This post draws from insights gathered at London Tech Week 2025’s Innovation Stage sessions on brand building, AI marketing, and digital trust. For strategic guidance on building authentic brands in the age of AI, our team combines deep industry expertise with cutting-edge insights to help financial services and technology companies grow at scale.
Yvonne Maher is the Chief Growth Officer, Europe. She is based in London.
