Should Brands Be Transparent About AI-Generated Content and How to Use It Responsibly
- Missy Kay
- Jan 20
- 4 min read
The recent controversy surrounding Australian retailer Jeanswest’s use of AI to create website and social media content has sparked an important conversation. Brendan Wong’s LinkedIn News Australia post raised two key questions: Should brands be upfront about AI-generated content? And how can businesses use this technology without alienating customers? These questions are crucial as AI becomes more common in marketing and communications.
This post explores these questions in detail, offering practical advice for brands navigating AI content creation. We also highlight how Inspired Consulting approaches AI to maintain trust and engagement with customers.
Why Transparency Matters for AI-Generated Content
In previous blog posts, I have discussed how distinct the Australian consumer market is. For the most part, we still operate with a strong sense of critical thinking grounded in trust and integrity. And trust, at its core, is built through transparency.
When customers know that content has been created or assisted by AI, they are better able to understand a brand’s approach, intentions and key values. When that disclosure is missing, it can quickly lead to feelings of deception or a loss of authenticity, even if the content itself is well produced.
Customer trust is fragile. If customers discover AI was used without disclosure, they may feel misled.
Transparency aligns with ethical marketing. Being honest about AI use respects customer intelligence and choice.
It sets realistic expectations. Customers understand the content’s nature and limitations.
For example, some brands label AI-generated posts or include disclaimers on websites. This openness helps customers appreciate the technology while maintaining confidence in the brand.
Some brands already do this well by clearly labelling AI-generated or AI-assisted content, or including simple disclaimers on their websites. This level of openness helps customers appreciate the role of technology while maintaining confidence in the brand itself.
However, I also believe there is another layer to the backlash some brands, such as Jeanswest are currently experiencing. And it is not one that is being openly discussed enough.
For many consumers, the concern may go beyond transparency alone. There is a growing, unspoken question sitting underneath the discomfort: If AI created this content, did someone lose their job? Has a human role been replaced purely to accommodate profitability and shareholder outcomes? And if so, does that align with my personal values?
Today’s consumers are increasingly values-led. They are more likely to support brands that demonstrate social responsibility, ethical decision-making and care for people, not just margins.
When AI adoption feels extractive rather than supportive, trust can erode quickly.
Transparency, therefore, isn’t just about disclosure.
It is about intent, balance and ensuring technology enhances human contribution rather than quietly replacing it.
How Brands Can Use AI Without Alienating Customers
AI offers efficiency and creativity but must be balanced with human touch. Here are ways brands can use AI responsibly:
Use AI as a tool, not a replacement. Combine AI-generated drafts with human editing to ensure quality and relevance.
Maintain brand voice and personality. AI can assist but should not erase the unique style customers expect.
Focus on value and authenticity. Content should serve customer needs, not just fill space.
Engage customers in the process. Invite feedback on AI content to improve and build connection.
Educate customers about AI benefits. Explain how AI helps improve service or content quality.
Inspired Consulting applies these principles by integrating AI to support content creation while keeping human oversight central. This approach avoids alienation and enhances customer experience.
Examples of Responsible AI Use in Content Creation
Several companies have successfully incorporated AI with transparency:
The New York Times uses AI for data analysis and initial drafts but clearly credits human journalists.
Sephora employs AI chatbots for customer service but ensures human agents are available for complex queries.
Spotify uses AI to personalise playlists but communicates this clearly to users.
These examples show that transparency combined with thoughtful use of AI can enhance customer trust and satisfaction.
What Inspired Consulting Recommends for Brands
Inspired Consulting advises brands to:
Develop clear AI content policies. Define when and how AI is used and how it will be disclosed.
Train teams on AI ethics and communication. Ensure everyone understands the importance of transparency.
Monitor customer reactions closely. Use feedback to adjust AI use and messaging.
Balance automation with human creativity. Use AI to handle repetitive tasks, freeing humans to add insight and empathy.
Communicate openly about AI’s role. Use simple language to explain AI’s benefits and limitations.
By following these steps, brands can harness AI’s power while maintaining strong customer relationships.
Final Thoughts
The Jeanswest case highlights the need for brands to be clear about AI-generated content. Transparency is not just ethical but strategic, helping brands build trust and avoid backlash. Using AI responsibly means combining technology with human judgment, keeping customers’ needs and expectations front and centre.
Brands that embrace openness and thoughtful AI use will stand out as trustworthy and customer-focused in a rapidly evolving digital landscape.
If your business is exploring AI content creation, Inspired Consulting can help you develop strategies that balance innovation with authenticity. Reach out today to learn how to use AI in ways that engage and respect your customers.
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