The future of trust in media: Why transparency is key

What is the future of trust in media? It feels like a multi-million-pound question. A recent webinar by The Media Leader explored the topic, which then prompted me to crystallise some of my own thoughts on the subject.

In an era of algorithmic curation and borderline propagandic content, the foundational contract between a media producer and an audience is being renegotiated. The central question in no longer simply about reporting something quickly and accurately, but about forging a relationship trustworthy enough that those facts are even accepted.

Lately, trust feels like the bridge between promise and practice. In recent years, it has evolved from a passive inheritance into a value that must be actively demonstrated. The digital age has dismantled the concept of innate authority, forcing a more critical public conversation. Audiences are now less deferential to broadsheets and legacy institutions, instead scrutinising the ‘how’ and ‘why’ behind the content they consume. The audience's core question has fundamentally shifted from the internal critique of the content, ‘Can I believe this?’, to an external critique of the system, ‘Why was I shown this?’. This move from judging truth to interrogating motive is the new arena where trust must be built.

The AI paradox: erosion and opportunity

Generative AI’s ascent acts as a powerful paradox. It’s early, often clumsy implementation across the entertainment landscape has heightened audience scepticism. Readers are developing a sharper eye for the synthetic and unverifiable. In this weariness lies opportunity. Especially for those of us who enjoy using the odd flowery and sometimes languorous adjective in their writing. In this climate, the ‘human’ element is being revalued. It’s shifting from a basic assumption to a potential premium differentiator.

People look for tell-tale signs that something is ‘human’ – believing that to be truly moved, or for something to be truly worth their time, it should be written by a human. However, this hinges on readers being able to tell the difference. The truth is, most can’t. The line between human and machine expression is blurring faster than public perception can keep up. What remains distinct is intent. Audiences crave the sense that something was made for them, not merely at them; that a piece of writing, music, or film carries emotional risk, not just algorithmic precision.

The path from purity to transparency

This growing demand for authenticity is already shaping how media brands position themselves. The Guardian, for instance, has made a public commitment to human-written journalism – a stance that serves as a powerful signal of intent. It draws a clear line in the sand: this is our position in the AI authenticity debate. We’ve seen similar signals elsewhere in the zeitgeist. Eagle-eyed viewers, for example, applauded the film The Heretic for its closing credits proudly stating that absolutely no AI was used in its production. This kind of positioning is easily communicable and resonates with a growing section of the public that is constantly on the lookout for human.

I fundamentally agree with what Guillermo del Toro said about the use of AI in film (per NME) –  that AI can create ‘semi-compelling screensaver’s’ but nothing more. Because the value of art is not how much it costs, but how much you risk to be in its presence. The argument is that AI can’t move you in the way a human being can. But what happens when that’s no longer the case – when we are in fact moved by something created by AI? There’s nothing tangible to stop that from happening in the future. These arguments hold weight in the here and now, but in the recesses of our minds, even the most AI-phobic recognise they may not stand the test of time.

As AI tools become more sophisticated and entrenched across the workflows of entertainment a blanket rejection will become untenable. The more sustainable future of trust lies not in purity, but in transparency. The contract with the audience will be built on radical honesty about process. The value proposition evolves from ‘we don’t use AI’ to these, and only these, are the ways in which we do.

Of course, this goes beyond the scope of the webinar, but the direction felt clear. Trust in the future of entertainment and media will depend less on the tools you avoid and more on the integrity with which you use them. The entertainment brands that thrive will be those that master this new dialogue. By ensuring their bridge of trust is reinforced by transparency, not just legacy.