As AI continues to advance, the trust gap in performance marketing is only widening. Imagine AI-generated leads that can even answer the phone and pass intake interviews but aren’t real. Devin Downey's latest article explores how AI is reshaping lead quality and why transparency in client acquisition matters now more than ever.
Advanced AI is taking the performance marketing industry into uncharted territory. Imagine this: an AI-generated persona, complete with detailed behaviors and interests, even fabricated personal records, filling lead sheets with convincing—but entirely fake—information. And it doesn’t stop there. This AI lead can soon go so far as to answer the "phone" when contacted, even “participate” in intake interviews, using natural language processing to sound just real enough. It’s hyper-realistic and, frankly, a bit alarming. It's also right around the corner. For brands, this means paying for leads that look legitimate but ultimately lead nowhere, eroding trust and distorting the actual cost of quality client acquisition. As AI advances, the potential for misuse in performance marketing will only grow, making transparency and ethical practices more critical than ever. Check out my latest article, where I dig into the impact of AI on the current trust recession in performance marketing—and what brands and agencies can do to bridge the gap.