At a time when trust in institutions is declining and AI-generated content is flooding the internet, true credibility comes from sharing the authentic experience and insight of named individuals.
My first boss after university had a favourite saying: “People buy from people.”
For him, it was the foundation of the company’s culture. It meant being approachable, knowledgeable, and genuinely helpful. Customers knew there was always a real person at the end of the phone — someone who understood their equipment, their challenges, and the reality of keeping operations running. That trusted human advice was what set the business apart from competitors where you just had to order a part online and hope for the best.
It’s a simple concept that has stayed with me throughout my career and is at the heart of what we mean when we talk about authenticity at SE10.
Standing by what you claim
In marketing, it’s easy to make claims, but what makes those claims trustworthy?
Besides the hard evidence, it’s the people who stand behind them – the engineers, product specialists, and leaders who have spent years solving real-world problems. Their experience, opinions, and contributions — whether that is advising customers, developing new standards, or shaping industry debates — are what build credibility with customers. Research published in January 2026 found that 73% of decision-makers say thought leadership is more trustworthy than other marketing materials when assessing suppliers.
The same is true for employer branding. A potential candidate will always believe the words of current employees more than a polished corporate slogan. According to research from LinkedIn and Edelman, people are three times more likely to trust information shared by an employee than that shared by a CEO.
And in media relations, a journalist will always find a quote from a named spokesperson more valuable than an anonymous company statement. According to the journalists surveyed in Muckrack’s The State of Creator Journalism 2025 report, interview access to relevant sources is the number one thing public relations professionals should offer along with their pitch. A real person, willing to put their name to information, signals confidence and accountability — the foundations of trust.
AI buys from people too
This focus on human expertise has always mattered, but the rapid rise of generative AI has made it critical. When the internet is saturated with AI-generated content – some useful, some generic, and some inaccurate or misleading – the solution is not yet more content, but more credibility. Authentic human insight — shaped by experience, judgement, and responsibility — is the one thing no competitor or AI model can replicate.
But in 2026, it is not only people who value authenticity, AI systems do as well. Our work in generative engine optimisation (GEO) has shown that AI models increasingly look for signals of trustworthiness when deciding what information to surface.
They understand that AI-generated content can be unreliable, so how do they assess that credibility? They look for named experts. And does that expert have a complete LinkedIn profile? Are they listed as a speaker at well-attended industry events? Are they quoted by journalists in established trade publications?
When AI finds that evidence, they learn to trust the information associated with that person. So in a very real way, AI too now ‘buys’ from people.
What authenticity looks like today
Putting authenticity into practice goes far beyond testimonials and thought leadership articles. We are also seeing a resurgence of opportunities to engage with audiences face-to-face. The events organised by our client Mediapoint & Exhibitions continue to grow year on year, reflecting a clear appetite for in-person engagement in an increasingly digital world. 74% of exhibitors surveyed at both GIC and Pipeline & Gas Expo in 2024 said they feel a stronger desire for in-person connection.
The same shift is happening in media relations. Large-scale press conferences are giving way to smaller, more focused events, such as the exclusive media gathering we supported for Niftylift’s 40ᵗʰ anniversary. This gave journalists the chance to see technology up close and speak directly with the people behind it, leading to stronger relationships and more in-depth coverage. It reflects a broader move away from broad reach and towards targeted relevance.
Ultimately, ‘people buy from people’ is no longer just a friendly company mantra. It’s a core strategy for building a resilient, trusted brand in the age of AI.
If you want your brand to stand out through authentic expertise and human insight, get in touch to start the conversation.
Hannah Kitchener
Associate Director
About the author
Hannah is an associate director in the UK, leading strategic campaigns for industrial clients across the EMEA region. A professionally qualified journalist (NCTJ), she combines specialist sectoral knowledge in construction, energy, and materials handling with a strong network of trade media contacts to secure valuable coverage. Her expertise in inter-cultural communication, honed by degrees in modern languages and translation, is key to executing campaigns that succeed across diverse European markets.
