AI can produce content. You cannot outsource your credibility to it.
I have been working in the branding field for over 30 years—and have spent a large part of my professional life helping people become more visible, distinctive, and credible. That is why I simply cannot help but talk about the current impact of AI on personal branding. Because when everyone can generate professional content, compelling images, and seemingly intelligent opinions within seconds, the question arises:
What makes YOU credible?
The new phase of the EU AI Act, which has been in force since August 2, makes addressing this issue particularly urgent. So let's take a closer look. Article 50 introduces transparency obligations for certain AI interactions and AI-generated or manipulated content. At first glance, this is a regulatory matter.
However, it signals something much larger for brands, executives, and anyone building a personal brand:
Human Presence is more important today than ever.
For years, personal branding was primarily about visibility: sharing expertise, creating content, building reach, developing a distinctive voice. AI has changed the economic framework of all this. It can create articles, photos, videos, presentations, professional LinkedIn posts – and increasingly even something that You looks and sounds astonishingly similar to YOU
- Content is no longer 𝗽𝗿𝗼𝗼𝗳 𝗼𝗳 expertise.
- Perfection is no longer 𝗽𝗿𝗼𝗼𝗳 𝗼𝗳 competence.
- Visibility is no longer 𝗽𝗿𝗼𝗼𝗳 𝗼𝗳 presence.
What is gaining radical importance here is the person who stands by their words and also lets actions follow them. The Commission's own guidelines point to something that, in my opinion, will become one of the most valuable currencies of the AI age:
PROOF OF PERSON
- Can I see who is making the decision?
- Is there a comprehensible standpoint recognizable behind the words?
- Would this person say the same thing in a meeting or in a private conversation?
- Can (s)he explain her/his reasoning when asked?
- Is (s)he ready to take responsibility for her/his contributions?
The more easily machines can produce persuasive communication, the more valuable unmistakably human traits become: professionalism, reliability, and trust.
Personal branding meant and still means being someone people can recognize, trust, and believe in. And I will be examining this topic in much more detail over the coming months:
Presence, Trust and Personal Impact in the Age of AI
And now over to you: what do you think of my collaboration with AI regarding these photos?
