2025-05-292025-05-292025-05-28https://www.financialexpress.com/business/brandwagon-bloggers-park-consistencynbspis-the-new-charisma-3859754/https://ir.mica.ac.in//handle/123456789/10198By Vivek Pradeep Rana - Adjunct Faculty in MICA As generative AI and algorithmic systems reshape how information is produced, distributed, and consumed, a foundational business asset is quietly being redefined: trust. No longer built through repetition or visibility alone, trust is now earned—and lost—based on a company's ability to behave consistently and transparently. For business leaders, this is not a communications challenge. It is a systems challenge. AI can generate infinite impressions, simulate influence, and mimic human connection at scale. But it cannot fake follow-through or manufacture coherence between a company's message and its behaviour. In this new operating environment, trust is becoming a hard constraint—priced into investment models, factored into recommendation engines, and embedded into stakeholder decision-making. Brands have spent the last decade optimising for reach. But the next decade will be defined by a different constraint: can you be trusted when everything can be faked?enProf. Vivek Rana (Ad. Faculty)published article in newspaper