Authenticity and creativity are still the differentiators
As the panel wrapped, the conversation turned to what comes next. Archibald emphasized that authenticity and creativity are more important now than ever, especially since AI is not coming up with core creative ideas.
Curtis echoed that point, saying AI can help ideate, but audiences can quickly spot content that feels artificial. “Your brand and your POV and how you talk to your consumer is very specific,” she explained. “Audiences are smarter than we give them credit for.”
AI can help teams move faster. It can surface insights, draft responses, and reduce manual work. But the core of social engagement—how a brand shows up, responds, and builds trust—still depends on human judgment.
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