Navigating Trust and Relationships in the User-Centric Era
The decline in trust is nothing new, it is not here because of COVID-19, it is not here because of technology, and it is not here because of AI. But how does trust in media define itself and what are the solutions now that we have entered the User-Centric Era (UCE)? We must create a shift in the media ecosystem through innovation to create unity between creators and consumers to develop trust in media.
After first exploring the UCE in our first article ‘Escape the Content Chaos: Navigate the User-Centric Era’, we explored the future of storytelling & monetization in our previous article ‘Navigating the Future of Storytelling & Monetization in the User-Centric Era’. In a set of four articles, we delve into our full day of programming at SXSW ‘Next Now: The Future of Media’ in collaboration with ESHAP, which is dedicated to creating a new media ecosystem. This article gives insights into the ‘Trust & Relationship with Today's Audience’ panel where we explored how to maintain and foster the dialogue in a new digital era to gain and maintain trust.
During this panel, we explored the current situation, key factors that direct trust in media, and how we can build good relationships to gain trust. The session was moderated by Erika Allen, Head of Audience Strategy and Growth at the Washington Post with over 10 years of experience in digital media. Alongside her, there were 3 experts in the field sharing their valuable insights on this topic: Mickey Galin, VP Data Products & Integration at GWI, a platform that delivers trusted insights to global brands and offers customizable research services; Veera Siivonen, Chief Commercial Officer and Partner at Saidot, the leading SaaS platform for businesses to govern safe, ethical, and compliant AI; and Paul Cheung, strategic advisor for Hacks/Hackers, dedicated to creating a healthier information ecosystem.
Addressing Misinformation: The Core Issues
The shifting media landscape brings forward a lot of challenges and opportunities, yet the distrust in media is nothing new, it is a challenge that has been with us for several decades of media. It was here long before technologies started interfering, or generative AI made its debut.
Trust in media is influenced by external factors like global events such as the COVID-19 pandemic which led to a 24% decline in trust in the US. Uncertain situations create opportunities for spreading misinformation, especially by exploiting public fears. Trust levels vary across platforms and locations, with social media being less distrusted outside of the US. However, most distrust in media comes from issues found within. Trust is built upon the relationship between media and their consumers. Media should regard consumers as partners, aiming to establish a deep connection by engaging with subscribers actively, understanding their preferences, and soliciting consumer feedback. Understanding consumer behaviour and how different generations gravitate towards different platforms for news consumption is crucial to gaining their trust. For instance, younger demographics often turn to social media platforms like X for news updates. while older generations, particularly boomers, tend to favour traditional news formats such as newspapers. Globally, national news broadcasts consistently are the most trusted source of news.
Media should collaborate with its consumers to create content. The lack of engagement in the feedback loop causes and amplifies distrust. When consumers leave questions in the comments, these often remain unanswered. Media organisations expect their consumers to understand the information without questioning the materials and motivation behind the content, which leads to the ‘missing why’. Another internal issue is leaving out communities, especially minorities, which leads to either misrepresentation or no representation at all. This can result in them feeling unheard and unappreciated, causing them to turn away from media as it doesn’t give them value. Marginalized communities are frequently overlooked, leading to feelings of isolation and frustration among minority groups. This lack of representation underscores the media's indifference towards diverse perspectives.
Distrust is again amplified by technologies like AI, which recently became more prominent in the media landscape. The ease of producing AI-generated content, such as impersonating public figures, has blurred the lines between human and machine, fostering uncertainty and a decline in trust. Most of the distrust surrounding generative AI stems from fear. A survey done by GWI indicates that people experience a mixture of excitement and concern due to AI's rapid evolution. In Indonesia for instance, 50% of respondents, mostly young, educated, and wealthy men, express excitement about AI, underscoring the relationship between knowledge and trust in AI. Education on the subject is thus crucial, with consumers seeking transparency and authenticity. Take a look at the AI-generated Kate Middleton picture, for example, that was posted on the Prince and Princess of Wales’ X account and caused a lot of commotion. People were looking for the truth, but this example also shows that distrust in media doesn’t only come from the capability of AI to create such an image, but rather from the missing (or total lack of) explanation from media organisations as to WHY they would spread this false image. Most distrust stems from poor communication between media organisations and their users, including withholding information and failing to address mistakes. The root of media distrust is clear, but how can it be solved?
Placing Consumers at the Centre of the Narrative & the Potential of AI
Listening to users is essential to establish a good feedback loop. By answering their questions or communicating their values and principles, the media can show their intentions and be more open to the audience. Media outlets must clarify their actions and decisions, especially in cases of miscommunication or mistakes. In the Kate Middleton example, it would have been a good idea if Kensington Palace explained why they decided to put out an AI-generated picture. Transparency is key, demonstrating respect for consumers' opinions and showcasing media expertise. Placing consumers at the centre of the narrative, including marginalized communities and amplifying their voices is vital for presenting the complete truth. Engaging the public as co-creators fosters trust and the representation of diverse voices enhances media credibility. The content media companies put out should show that they value their consumers to give value to those consumers and in turn be considered more trustworthy.
Besides the challenges that AI-generated content brings in the trust debate, AI can also serve as a fact-checking tool, enhancing the reliability of news and reducing misinformation. AI in fact-checking is a means to empower audiences, foster engagement and generate exclusive information in various sectors. AI can also be used in different sectors such as health coverage, where it can facilitate the retrieval of exclusive datasets from communities to improve healthcare provision. It presents numerous opportunities beyond right or wrong, offering nuanced solutions across various domains
From Insight to Action: Transparency, Knowledge, and Inclusion
So, what did we take away from this session? And more importantly, what can media companies do to gain more trust and build better relationships? Here are some of the key points the panel members suggest:
- Prioritize user engagement and create a good feedback loop.
- Proactively connect with your audience online and offline through ways such as surveys, meetings, events, etc.
- Be transparent about intentions and decisions and own up to mistakes.
- Address the 'why' behind actions and show expertise to build trust.
- Engage with the audience to identify information gaps.
- Empower communities as co-creators and amplify their voices to give an accurate representation and gain credibility.
- Use AI as a tool for fact-checking and be transparent about the use of AI.
- AI education and regulation will create guidelines for AI use, making it less intimidating to consumers.
In the evolving media landscape, trust remains fundamental, rooted in the relationship between creators and consumers. As we navigate the UCE, fostering dialogue, transparency and inclusivity is paramount to building trust in media, paving the way for a more united and informed society.
For deeper insights watch the full session of ‘Trust and Relationships with Today's Audience’ here.