AI is flooding the internet with content. Big brands are chasing marketing KPIs instead of people. And “authenticity” has gotten so performative that audiences can smell the bullshit instantly.
We’re in a trust recession.
In this episode of Humans of Growth, I sit down with Gary Williams Jr., co-founder and Chief Creative Officer of Creative Theory, to talk about what’s really happening inside modern marketing — and why the future belongs to brands that feel human again.
We talk about ...
• Why paid virality is warping creative standards
• How AI marketing is creating more noise than trust
• The difference between hitting marketing KPIs and building a real brand
• Why boutique creative agencies are out-performing big agencies
• What authentic storytelling actually looks like (hint: it’s truth, not trends)
• And how brands can rebuild trust with customers in 2026 and beyond
If you care about brand trust, marketing strategy, and storytelling that actually converts — this one’s for you.
Because the next era of growth won’t come from better funnels or more ad spend.
It’ll come from better stories.
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