Beyond the Hype: Can Synthetic Spokespeople Really Build Trust? (Commentary by Farrell Tan)
AI-generated spokespeople are no longer a novelty. They are already being deployed across campaigns, corporate communications, and even crisis responses. The appeal is obvious: total message control, perfect delivery, scalability, and zero reputational risk from human unpredictability. But here's the uncomfortable question most brands are still dancing around: If no human is speaking, why should anyone trust what's being said? This is an argument I made recently in a contribution to Strategic Global: "Synthetic Spokespeople -- Can AI Build Trust in PR?" (https://strategic.global/Synthetic-Spokespeople-Can-AI-Build-Trust-in-PR/) -- and it is one we stand by at Orchan. The technology is advancing fast. Trust is not keeping pace. That gap is where the real strategic tension lies. The Efficiency Trap What AI does exceptionally well is not in question. Synthetic spokespeople can deliver consistent messaging across markets, operate 24/7, adapt languages instantly, an...
