Balancing Impact & Trust

Achieving impact while maintaining trust in an ecosystem shaped by automation, creators, and constant updates has become a far more fragile balance for buyers and sellers alike. Both AI and the proliferation of creator content and campaigns are shifting the landscape for brand safe choices.  As opportunity and availability of content rise, so does risk – making suitable choices a constant challenge.

As an example, Google’s rollout of new AI-focused updates across Ad Manager, AdSense, and AdMob illustrates just how deeply AI assistants can impact the execution and optimization of digital campaigns.  The company’s latest move, a live-biddable solution for connected TV (CTV), allows AI to unlock new opportunities for publishers. Specifically, and especially, during high-viewership live events like football games that run into overtime or awards shows that run long. For advertisers, it means real-time access to highly engaged audiences. For publishers, it means smarter monetization of moments that were once a challenge to anticipate and manage profitably. But with that speed and scale comes risk.

As AI makes more decisions, the margin for error and the potential for misplaced trust, only widens. Decisions that were once reviewed manually now happen instantly and continuously, making it harder to understand why an ad was placed in a given context. When inventory decisions occur at machine pace, even small misclassifications can snowball into brand-unsafe placements, PR problems, or compliance gaps. The same automation that makes inventory smarter also distances brands from the contexts in which they appear. Additionally, chasing scale in increasingly volatile social environments becomes a dicey game.

According to the IAB’s 2025 Digital Video Ad Spend Report, U.S. social video spend hit $27.2 billion this year, just edging out CTV’s $26.6 billion. The paradox now is that the “easy button” that once delivered reach now delivers uncertainty. At the same time, the old performance formulas that made social video irresistible are breaking down. As AdExchanger reports, CPMs have climbed, incremental audience reach has fallen, and brand-safety concerns have grown. Despite these red flags, advertisers continue pouring billions into social video. Yet as performance plateaus and risk compounds, the question becomes unavoidable: is the convenience of the “easy button” still worth the cost?

Opaque algorithms, brand adjacency risks, and the constant threat of reputational damage. Let’s be inescapably clear - we now live and work in “the creator era.” Trust is personal here. By placing creators at the foundation of their ecosystems, some brands are redefining what safety means in a culture that values connection over control. The shift isn’t just tactical, it’s emotional. Consumers don’t just want to see brands play it safe; they want to see them stand for something real.

Heritage brands are learning a new truth: trust must now be co-created. AI-driven platforms must balance automated tasks with transparency. Social channels must be mindful of advertiser confidence through genuine accountability. The industry stands at a crossroads: between AI agents and authenticity, scale and scrutiny, reach and relevance. Impact, trust, and brand safety must now come from building systems that are reliable, partnerships that are productive & meaningful, and creative ecosystems designed for responsible and respectful communications.