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The Slippery Social Media Slope, Part II: Navigating the Age of AI with Clarity and Integrity

June 18, 2025

In Part 1 of “The Slippery Social Media Slope” we discussed the importance of creating a strategic social media presence rooted in data and creative agility vs. jumping on social media trends and being bound by a reactive approach. The proliferation of social media platforms, each offering unique formats and audiences, makes it easy for brands to fall into the trap of prioritizing activity over impact. And now, in the era of generative AI (GenAI), the risks of an unfocused or reactionary approach have even greater implications.

The challenge facing communicators today isn’t just where to show up online. It’s how to show up with integrity, clarity, and purpose in a world where perception can be shaped by algorithms and trust is more fragile than ever.

Worse, in today’s GenAI-powered ecosystem, reactive content decisions risk amplifying not just noise, but also misinformation.

Hello, GenAI: With Big Picture Tech Comes Bigger Responsibility

Before the rise of GenAI, misinformation on social media typically had a human fingerprint. Misquotes, biased headlines, or agenda-driven narratives may have been damaging, but at least a viewer could typically identify the original source. But now, with GenAI models capable of producing seemingly credible and plausible content at scale, we find ourselves living among information that appears to be verified but is riddled with bias or fabricated perspectives. This evolution has forced us to write a new chapter in the communications playbook.

On fast-moving social media platforms, where shareability often outweighs source credibility, these AI-generated falsehoods can take off like wildfire – damaging trust and misleading audiences in the process.

In a world where the perception of reality can be manufactured, it is all the more critical to lead with disciplined intentionality, not reactivity.

To succeed in this new landscape, communicators need to raise their strategic game. It’s no longer enough to simply be timely or creative – we also need to be:

• Transparent about how content is created, especially if it’s AI-assisted,
• Diligent in verifying facts and vetting content before it goes live,
• Ready to correct mistakes, whether generated by humans or AI,
• Aware of how algorithms and AI can distort a message,

So, yes, creativity, speed and innovation will always be important, but it is more important than ever to be accountable and responsible for our work. The content that we create becomes a statement of values.

The Sweet Spot: Blending Agility with Accountability

Being strategic doesn’t mean being rigid nor avoiding new opportunities that could drive impact. Smart communicators know that you can experiment without sacrificing trust, as innovation and discipline can coexist. Testing new platforms or experimenting with new tools, including GenAI, can be done effectively and responsibly by:

• Running pilots to test the waters before fully committing to new platforms.
• Establishing AI governance guidelines for content generated or augmented by AI.
• Defining success with specific, measurable goals.
• Using human editors and fact-checkers to review and approve all AI-generated copy.
• Listening to audience feedback and learning from performance data.

This approach will help brands stay current without compromising what matters most: credibility, consistency, and connection.

Trust Isn’t Given. It’s Earned.

In a virtual world full of convincing, yet false, information, it isn’t enough to just be active on social media. We need to show up with intention. The brands that will thrive will not follow trends blindly, but rather show up with integrity, truth and a human fingerprint.

AI is a not the enemy; it is a remarkable tool for communications. But it must be used with supervision and care, or we run the risk of it reflecting the worst of online discourse: speed over substance, style over truth, virality over value.

As professional communicators, our role is not simply to tell stories—it’s to tell the right stories: the truthful ones, the ones that matter. So before hopping on the next social media trend or publishing the next AI-assisted post, pause for a moment and ask yourself:
“Is this true?”
“Is this helpful?”
“Is this responsible?”

If the answer to all three is yes, then go for it. Publish with purpose.