By: Ann Schirrmeister, Former Senior Research Manager at Suzy

On Monday night I was scrolling Instagram when a feel-good video popped up: a small crew of ocean-clean-up volunteers hauling heaps of plastic from crystal-blue water, gently untangling sea turtles, even freeing a dolphin snared in a fishing line. Inspirational music swelled and a caption urged me to “help protect our oceans.”

Halfway through, something felt…off. The dolphin’s movements were a touch too smooth, a rescuer’s arm bent at an odd angle, and the waves broke in strange loops. Only then did it click: the entire scene was AI-generated. The intention – raise awareness for ocean pollution - was noble. Yet the moment I realized it wasn’t real, the emotional spell snapped and was replaced by unease.

That disconnect is exactly why every piece of synthetic content must clear one last hurdle before it goes live: the human test. Does it still feel genuine when the audience knows (or finds out) it was powered by AI?

Generative AI is no longer a novelty – it’s a necessity. Agencies now brief ChatGPT the way they once briefed junior copywriters. Brands crank out product pages in minutes. According to Bain & Company’s January 2025 report, nearly 75% of companies have appointed GenAI budget owners, and over 60% are actively redesigning workflows around the technology.

The upside? Speed, scale, and savings.

The risk? A rising tide of sameness – and a growing unease when content feels “off.”

Consumers aren’t automatically anti‑AI. They are anti‑awkward. They reward content that feels intuitive, empathetic, and culturally in tune, regardless of who (or what) created it. The instant a message feels robotic, manipulative or “too perfect,” trust evaporates. That growing skepticism is reflected in the data – Deloitte’s 2024 Connected Consumer survey found that 70% of GenAI users say the emergence of AI-generated content has made it harder to trust what they see online. Even a well-meaning message loses impact the moment it feels engineered rather than earned. 

Shoppers no longer ask, “Was this made by AI?” They ask, “Does this feel genuine to me?” If that gut check fails, one swipe is all it takes to move on. So what makes synthetic content pass the test? 

A helpful way to evaluate AI-generated content is through what we call the 3 C’s Framework:

• Context – Does the content reflect an understanding of the audience’s world? Does it tap into relevant cultural moments, humor, or references that feel lived-in? (→ Cultural Fluency)
• Credibility – Does it feel grounded, real, and trustworthy? Do the details, pacing, and tone give it the messy, human texture of authenticity? (→ Authenticity Cues)
• Clarity – Is the message emotionally resonant and easy to absorb? Does the language mirror how people actually speak and feel? (→ Emotional Cadence)

When AI-generated content nails these three things—Context, Credibility, and Clarity—it stops feeling synthetic and starts feeling true.

The takeaway is simple: if you want people to trust and engage with your AI content, meet their expectations head-on.

What are those expectations, exactly?

Consumers don’t just want efficient content. They want content that feels right—in tone, voice, and timing. That’s where insights make the difference.

Generative AI can draft hundreds of assets before your latte cools, but only real feedback can tell you which ones will actually connect.

That’s why Suzy helps brands pulse-check AI-generated copy, images, and video—while ideas are still fresh:

• Tone Check – Humor or cringe? Does the language feel naturally human?
• Voice Check – Would a loyal customer recognize this as your brand—even if it came from a model?
• Trust Check – Does the message build confidence, or raise red flags?

While GenAI can flood every feed with content, emotional resonance is a rare commodity. The brands that win the next wave of marketing won’t just automate faster. They’ll validate smarter—ensuring every line, frame, and pixel rings true.

Ready to see if your AI-assisted ideas pass the human test? Let’s run a pulse on Suzy and find out.