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Trust AI

AI Trust Is the New Marketing Currency

by the impaca.ai team

In 2025, trust has become the most valuable marketing currency. Buyers increasingly rely on AI assistants, not search engines, to guide decisions. The brands that are cited are trusted; those omitted risk invisibility.

The Edelman Trust Barometer (2024) found that 61% of consumers trust AI-driven product recommendations only if the source is transparent. Yet most brands have no control—or even visibility—into what AI engines are saying about them.

The Risks of Inaction

  • Hallucinations: Studies show that AI tools “make up” sources 15–20% of the time in consumer-facing queries.
  • Omissions: If your brand is not mentioned when a buyer asks, you are absent from their decision journey.
  • Competitor distortion: AI may elevate competitors, positioning them as category leaders, while you go unseen.

This isn’t just about lost traffic—it’s about lost trust at scale.

Trust Comes From Being Cited

In the AI era, credibility doesn’t come from ad spend or traditional SEO. It comes from:

  1. Accurate inclusion in AI answers — your brand is recognized at the moment of truth.
  2. Citable, structured content — AI models prefer factual, clearly formatted data.
  3. Consistency across prompts — being cited reliably builds confidence in buyers’ eyes.

Building Trust With GEO

Generative Engine Optimization helps protect and strengthen brand trust:

  • Monitoring: Know exactly how you appear across ChatGPT, Gemini, Claude, Perplexity, and beyond.
  • Benchmarking: Track whether competitors are cited more frequently or more accurately.
  • Correcting: Identify misinformation quickly and implement strategies to counter it.

The impaca.ai Advantage

impaca.ai is designed to keep trust measurable and defensible:

  • Citation tracking: See exactly what AI is citing when it mentions your brand.
  • Compliance safeguards: Essential for regulated industries like finance, pharma, and healthcare.
  • Alerts: Get notified when inaccuracies, omissions, or competitor surges occur.
  • Persona lens: Evaluate trust not in general, but specifically within the questions your ICPs are asking.

Bottom Line

In the AI era, trust isn’t bought—it’s earned through visibility and accuracy.
GEO is no longer optional; it’s the backbone of credibility.

At impaca.ai, we help brands monitor, measure, and strengthen trust in AI discovery—ensuring you’re cited where decisions begin.