What is ‘Authenticity’ in the AI era?

The traditional gatekeeping around "authentic" creativity is being challenged.

Last week I commented on an RNZ radio interview with Jesse Mulligan; where a listener said that because someone read a poem at a wedding that was written by AI, it didn't have any soul. OUCH!

My comment was It didn't matter if it was written by them, a random person or an AI tool.

That the 'soul' of art or poetry is experienced by the consumer. If they find the poem, art or story connects, resonates with them then; it will have soul. The act of writing the content is not the act of giving something soul.

The soul lives in the connection, not the creation process

When someone at a wedding hears the AI-written poem and feels moved, laughs, or tears up, that emotional response is completely genuine. The poem did its job, regardless of its origin. It's a bit like asking whether a beautiful sunset is less meaningful because we understand the physics behind it.

This reminds me of how we've always borrowed, adapted, and built upon existing ideas in creative work. Shakespeare lifted plots, musicians sample beats, and poets have always drawn from shared human experiences and language patterns. AI is just another tool in this continuum.

The real authenticity lies in the choice and curation

What I find exciting is that choosing the right AI-generated content, editing it, and deciding to share it at a meaningful moment, that's where human authenticity shines through. The person who selected that poem for the wedding made an authentic choice about what would resonate with their audience.

We're moving towards a world where authenticity will be measured by emotional truth and connection rather than the mechanics of creation. And honestly, that feels like a more human way to think about art and expression.

How AI scales authenticity.

I want to share two practical ways your business can create content at scale that maintains your brand authenticity.

HeyGen: Scaling authenticity with AI

HeyGen empowers organisations to create video content that feels personal and credible, at scale, across over 170 languages. 

Its AI Studio lets users start with a script and guides every aspect of their video, from emotional tone to gestures and voice, enabling brands to create presenters that truly mirror their values. 

With avatar-led video and seamless data integrations, HeyGen simplifies the workflow so brands can deliver handcrafted experiences to thousands without sacrificing warmth or sincerity. 

Brands like Skinny Mobile, OpenAI, Pepsico, and Samsung trust HeyGen to maintain their personality while reducing production time and costs.

Leveraging data to amplify personality

Scaling authenticity isn’t just about automation, it’s about strategic use of business data. 

Brands that respond personally to every customer inquiry build a foundation of communication that reflects their values and voice. 

By using this rich archive of personally written interactions, businesses can train AI systems to answer inquiries with the same warmth and style that defines their brand, scaling up without losing their unique resonance.

Integrating customer data and workflows with AI allows companies to automate tasks while maintaining personalisation. The key is to treat the data not as a replacement for authenticity but as fuel, informing each interaction so it feels personal, connected, and valuable for every customer.

The future: human connection, powered by AI

When technology amplifies the best of a brand’s people, authenticity becomes the outcome rather than the challenge. 

By blending personal communications with clever data integration, brands can create scale without sacrificing that vital trust and emotional connection that sets them apart. 

This shift isn’t just about keeping up; it’s leading the way for a more genuine, customer-centric future.