AI has made it easier than ever to flood the market with content, and that's exactly the problem. Rachel Neppes, who manages Alliance Marketing and PR for Targus, makes the case that credibility is now the only real differentiator in a world where audiences can feel the difference between authentic storytelling and generated noise. In this conversation, she breaks down how brands build credibility systematically across every channel, why most partnerships don't move the needle, and what it actually takes to earn trust when skepticism is at an all-time high.
Key Takeaways:
AI content creates noise, not trust. Use it to strengthen your message, not replace your voice. Audiences are more skeptical than ever and can feel the difference.
Every company needs an AI content policy. Disclosure isn't weakness; transparency is what keeps your audience believing you.
Credibility is an ecosystem. Owned, earned, and paid content all need to run on the same credible messaging, and third-party validation carries more weight than anything you say about yourself.
Don't stop at the win. A media placement loses value fast if you're not amplifying it internally and across channels.
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About Rachel Neppes: Rachel Neppes is a marketing leader focused on building brand credibility and relevance that drive demand and growth.
At Targus, Rachel leads Alliance marketing and global communications, advancing partnerships, go-to-market strategy, and positioning to strengthen market presence and drive measurable business impact.
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