Trust is shifting again. And this time, it is moving towards AI. For the first time, consumers are beginning to trust generative AI as much as, and in some cases more than, social media when searching for information about brands.

In this episode of Stories and Strategies, Farzana Baduel and Doug Downs speak with Rochelle Ford, CEO of the Page Society, about what this shift means for communications leaders. From the rise of AI as a trusted information source to the growing risks of hallucinations and disinformation, the conversation explores how brands must adapt their strategies to stay visible, credible, and accurate in AI-driven environments.

They also discuss why critical thinking, human judgement, and real-world experience are becoming more valuable, not less. In a world where bots can generate answers instantly, the organisations that win will be those that combine speed with discernment and ensure the human element remains at the centre of trust.