Perfectly Imperfect
Why Brands Must Prove They're Real in the Age of AI
The Why:
In the age of AI, where content is increasingly seamless and ubiquitous, consumers are craving what feels unmistakably human. Brands have long flaunted their flaws both for humor and to build trust with consumers, but today, showing the real, unscripted side isn’t just a tactic; it’s a necessity. As polished automation becomes the norm, authenticity stands out. To connect meaningfully, brands must be more than clever—they must signal that there are real people behind the message.
To Err Is Human
Psychologists call it the “pratfall effect”: Highly competent people become more likeable and relatable after minor mistakes. Owning up to weaknesses or subtle flaws demonstrates honesty, which generates trust. And in an AI-saturated world, that quirk of human psychology is becoming a survival strategy for brands.
Consider classic old ads for the VW Beetle: One paired a photo of the lunar module with the headline “It’s ugly but it gets you there.” With similar self-effacing humor, Stella Artois has advertised its beer as “Reassuringly Expensive.” These ads strike at the human tendency to trust a product’s imperfections. A study by Northwestern University found that 5-star product ratings were often perceived as “too good to be true,” with purchase likelihood peaking between 4.2 and 4.5 stars. In 2025, a Capital One Shopping research study found that consumers are placing even less emphasis on ratings alone and increasingly valuing trust signals—such as transparency, authenticity, and brands taking responsibility in how they manage and respond to reviews.
Give Proof of Humanity
In a world where AI can fake anything and perfect nearly everything, imperfection becomes proof of humanity. The stutter in a CEO’s town hall. The admission of a product defect before launching the fix. The behind-the-scenes video that never looks highly produced. These aren’t flaws; they’re trust signals.
There’s a clear opportunity. While 88% of consumers say authenticity matters when choosing brands, only 51% believe brands actually deliver authentic content. This gap is where brands can earn trust not by being flawless, but by being real.
Smart brands are already leaning in. They’re choosing first takes over perfect takes. Sharing works-in-progress. Letting employees share authentic moments without corporate polish when aligned with brand values. They understand that in an authenticity crisis, the pratfall effect scales: Competent brands become magnetic when they show their humanity.
By 2026, the most valuable brands won’t be those with perfect AI deployment. They’ll be those who master the art of strategic imperfection—knowing when to harness AI’s speed, efficiency, scalability and precision, and when to let the humanity show through.
What’s Next
Brands can convey authenticity to build trust and demonstrate humanity. Here are five ways to do that:
- Show the Process, Not Just the Product: Share the behind the scenes of product development or team brainstorming sessions. Instead of polished announcements, share work-in-progress updates with setbacks and pivots.
- Acknowledge the Customer Experience: Acknowledge wait times, capacity constraints, and future enhancements. Talk openly about what your audience can expect rather than overselling capabilities.
- Humanize Your Team: Show employees (not just executives) talking about their work, mistakes they’ve learned from, or personal interests.
- Respond Authentically to Criticism: When issues arise, show your actual problem-solving process rather than just the solution. Share what you learned from customer feedback, and how you’re changing because of it.
- Share Your Values in Action: Explain the real trade-offs in business decisions. Show when living your values costs you money or creates inconvenience, proving they’re genuine.
Adapted from Gitnux