Artificial intelligence has ceased to be merely a tool for efficiency and has now assumed a central role in companies. However, the speed at which technologies and messages are replicated increases the risk of authenticity dilution. In a market saturated with innovations that quickly become commonplace, the key differentiator lies in trust. This shift inaugurates what may be called the fifth revolution, marked not by mechanical or digital advances, but by the centrality of authenticity as reputational capital.
Previous revolutions were driven by technological or economic leaps. The Industrial Revolution in the 19th century transformed production; the digital revolution in the 1980s brought information within everyone's reach; globalization intensified market integration; and the information revolution accelerated communication. Now, artificial intelligence ushers in a distinct era, in which trust will be earned not only through technological mastery but also through the ability to demonstrate consistency and ethics in the use of these tools.
Recent research reinforces this diagnosis. The study “Trust, Attitudes and Use of Artificial Intelligence: a global study 2025,” produced by KPMG and the University of Melbourne, shows that in Brazil, 71% of respondents perceived an increase in efficiency, work quality, and innovation potential with the use of AI. Despite widespread adoption, trust remains a challenge, with more than half of respondents expressing concerns about the use of the technology, especially in advanced economies, where skepticism regarding security and social impacts is more intense.
These results highlight a crucial point: although artificial intelligence can drive productivity and innovation, its isolated adoption does not guarantee credibility with clients, employees, or investors. The perception of risk persists, indicating that corporate reputation depends as much on technological performance as on how the company communicates its use of AI. Transparent communication strategies, which clearly state the technology's limits, responsibilities, and social impacts, become decisive in reducing uncertainties and strengthening trust.
In other words, the fifth revolution is not limited to innovation, but to companies' ability to demonstrate consistency, ethics, and authenticity in all interactions involving artificial intelligence. Trust has become the most strategic resource in building corporate reputation. Companies must go beyond publicizing technological achievements and show how AI is applied, which social impacts are considered, and what human value is preserved in each process.
The case of Go Fintech in Singapore illustrates this logic exemplarily. Under the leadership of Shobnom Zarin Chatona, the company achieved extensive coverage in international outlets such as Khaleej Times, Gulf News, MSN, Zee News, and Outlook India within just six months, in addition to raising 15 million dollars in the Middle East. By positioning its founders as thought leaders in fintech and artificial intelligence, the company projected its brand globally and consolidated its credibility in a highly competitive sector. This example demonstrates that reputation is built not only on financial results or technological innovation, but on consistency, ethics, and clarity in communication.
The fifth revolution demands that companies adopt practices that integrate technology, transparency, and humanization of interactions. It is not just about competing through innovation, but about proving authenticity in every decision. Artificial intelligence may be the engine of transformation, but trust will be the true criterion for growth and survival in the global corporate landscape.
*Beatriz Ambrosio is the CEO and founder of Mention, the first and largest SaaS Public Relations platform in Brazil. With a career focused on Public Relations and technology, as well as a master's and doctorate in Corporate Communication, her goal is to transform the PR market, making it accessible, measurable, and effective. Beatriz seeks to expand the boundaries of corporate communication, showing that it is possible to achieve high impact and low cost, especially for startups, SMEs, and independent professionals who know that investing in reputation is essential for growth.
