By Lyndall Spooner, CEO at Fifth Dimension Research and Consulting
Generative AI (Gen-AI) has been widely adopted for low-risk, efficiency-driven tasks like analysing large data sets, automating routine workflows, and synthesising information. Even generating generic, keyword-stuffed blog posts has become a common activity.
However, Spooner points out that while Gen-AI excels at such tasks, many are now questioning its next big leap. How can it deliver real, day-to-day value and help businesses stand out in meaningful ways?
Can Gen-AI:
- Create a compelling ad campaign?
- Invent a game-changing product idea?
- Craft an exceptional business proposal?
Spooner urges caution. “Before we start convincing ourselves that Gen-AI could enhance an unlimited number of workflows, we need to consider how its neural net and ‘algorithm-based thinking’ differ from human neuron-based thinking,” she says. “These differences may limit or at least caution us in how we apply Gen-AI.”
The Trust Factor: The core of Fifth Dimension’s Trust Matrix
Spooner’s research shows trust in brands depends on two key traits: a brand’s capability to deliver on its promises and its character to act ethically. “Failing on both traits risks losing customers for life and damaging brand growth due to a poor reputation,” she explains.
Humans have diverse personalities; Gen-AI does not
Human thought is shaped by diverse personalities and perspectives, enabling people to approach the same situation in unique ways. By contrast, Spooner notes, “Gen-AI has its own dominant personality, shaped by the algorithms that drive it.”
Its default personality is both highly optimistic and meticulously conscientious. It’s designed to offer constructive, actionable advice, focusing on detail, accuracy, and clarity. This makes it excellent for analytical tasks but less suited for capturing emotional nuance or creative originality.
Gen-AI’s optimistic personality doesn’t reflect most humans
“While Gen-AI is marketed as an ‘all-purpose’ solution, only one in three people think and behave like it,” says Spooner. Research reveals that Gen-AI’s personality resembles that of Baby Boomers, who are generally optimistic, conscientious, and confident decision-makers.
In contrast, younger generations, such as Gen Z, often feel pessimistic, anxious, and driven by fear. “These groups lack the confidence and planning tendencies that Gen-AI models, making them far less aligned with how AI operates,” Spooner adds.
The limits of Gen-AI: Why rationality isn’t enough
Gen-AI’s rational, overly optimistic perspective creates challenges when applied to tasks requiring human intuition or emotional understanding. “Many decisions today are driven by fear,” Spooner explains, “and Gen-AI doesn’t account for these emotional complexities.”
Humans also process information differently over time, selectively forgetting or reframing past experiences. In contrast, Gen-AI retains all its training data in a static state, often missing the shifting nuances of human preferences and behaviours.
Can Gen-AI really understand your customers?
Spooner warns against over-reliance on AI-generated insights: “Does the ‘opinion’ expressed by Gen-AI reflect your target audience? If not, you may need to reconsider.” She suggests framing prompts to include pessimistic perspectives, potential downsides, or less obvious factors to ensure a balanced output.
The case for a hybrid approach
For creative and strategic tasks, Spooner advocates combining AI’s efficiency with human insight. “Maintaining a hybrid approach allows organisations to gather diverse opinions and develop more meaningful ideas,” she says.
AI alone, she argues, can’t replicate the depth of human emotion or the range of perspectives that lead to true innovation. For brands aiming to connect with their audience and drive growth, collaboration between humans and AI remains essential.
Fifth Dimension’s Trust Model
Fifth Dimension’s Trust Model underscores that brand trust relies on both capability and character. Spooner stresses that failing on either trait risks alienating customers and undermining long-term growth.
As businesses navigate the possibilities of Gen-AI, this model serves as a reminder: trust is earned by delivering value ethically and authentically, something no algorithm alone can guarantee.