Using iconic content to build trust, authenticity and cultural resonance in the age of AI

As artificial intelligence increasingly blurs the boundaries between real and fake, every week seems to bring new tools capable of generating images, films and audio at extraordinary speed and scale.

But while the creative possibilities are exciting, this shift is also posing a fresh challenge for brands: how do you maintain authenticity in a world of infinite content?

How do you maintain authenticity in a world of infinite content?

One of the most interesting responses to the rise of AI-generated content has been a return to analogue; from craft-led production techniques, analogue aesthetics (think grainy footage, Polaroid-style photos) to the use of archival photography, iconic audio and historical artwork in brand storytelling. As synthetic content becomes more prevalent, audiences are becoming far more sensitive to what feels authentic, culturally grounded and emotionally real.

Above: Coca-Cola's spot, Masterpiece, "focused on storytelling through iconic licensed artworks."

Over the last two decades working with premium photo and footage licensing companies, I’ve helped agencies and brands to source, clear and secure premium content. Whether it’s uncovering rare archival images or navigating increasingly complex rights landscapes, I’ve seen first-hand how iconic content can help brands build trust and create genuine cultural resonance.

Consumers can instinctively recognise the difference between content that has provenance and content that has been generated, but distinguishing between authentic and generated content is becoming increasingly difficult. Yes, AI can imitate a look and feel, but it can’t recreate the emotional weight or cultural significance attached to genuine historical material - and that’s why some of the most effective campaigns we’re seeing today aren’t replacing authentic content with AI, but instead using technology to elevate authentic material.

AI can imitate a look and feel, but it can’t recreate the emotional weight or cultural significance attached to genuine historical material.

Coca-Cola’s Masterpiece campaign [above] is a perfect example of this balance. Unlike other campaigns fully utilising AI to generate content, Masterpiece focused on storytelling through iconic licensed artworks, including Andy Warhol’s 1962 painting, Large Coca-Cola. Although AI and animation techniques were used to bring the paintings to life, the campaign itself was rooted in authentic content licensed from archive libraries, with artistic copyrights properly cleared and respected. The Andy Warhol artwork became the catalyst for the entire story because there are very few iconic paintings featuring a Coca-Cola bottle: licensing the original artwork was central to the impact of the campaign.

Above: Audiences are increasingly appreciatiative of craft-led productions which feel more human.

Luxury brands in particular have led this trend towards authenticity and heritage for a while now. Cartier’s Culture of Design campaign - spanning a pop-up shop, exhibition and ad campaign - blended archival imagery of the Tank watch and its celebrity fans with contemporary visuals. Dior has also famously used archive footage featuring Marlene Dietrich and Grace Kelly, both of whom genuinely wore Dior dresses and cosmetics during their lives. These campaigns work because they build on authentic historical relationships rather than artificially manufacturing cultural relevance.

At the same time, audiences are increasingly appreciating craft-led production techniques precisely because they feel human. In response to the endless stream of synthetic imagery online, handcrafted visual approaches carry warmth, imperfections and emotional texture that people naturally connect with.

Audiences are increasingly appreciating craft-led production techniques precisely because they feel human.

The BBC Winter Olympics campaign [above] beautifully used stop-motion and handcrafted techniques to create tactile, authentic visual effects. Similarly, Intermarché’s animated campaign [below] proved that audiences are still deeply engaged by longer-form crafted storytelling. Even highly playful campaigns rely heavily on authenticity and rights clearances to succeed: Cadbury’s Queen-inspired stop-motion campaign worked because it combined handcrafted animation techniques with carefully licensed intellectual property attached to Queen - one of the world’s most legendary music acts.

These campaigns all point towards the same broader shift happening across our industry: as AI-generated content becomes more abundant, culturally significant content becomes more valuable. Licensing genuine content from trusted archives and specialist licensing partners helps brands establish trust with consumers because the material has real provenance. When footage is sourced from an historical archive company, clients can have confidence that the content has not been manipulated and is not “fake news”. It is worth mentioning that some footage companies - which also provide archival clips - do license AI generated content, but they normally distinguish between AI-generated material and authentic historical footage. Archive material can also help cement a brand story within a wider historical context, particularly when communicating longevity, heritage and cultural credibility.