Identity: Building Customer Trust in the Age of AI

November 11, 2025 Marketing
building-customer-trust-in-the-age-of-ai

In 2025, customers are bombarded by marketing automation, AI-generated content, and more digital noise than ever before. Yet amid the noise, SMS remains one of the few channels that feels personal, human, and direct — precisely because it relies on something powerful: identity.

Text messages come from a specific sender, land on a personal device, and demand a higher level of trust than an email or social ad. In the age of AI, where algorithms speak louder than humans, authentic identity in SMS marketing is what separates the trusted brands from the ignored ones.

The Trust Gap in an AI-Driven World

Artificial intelligence has transformed how marketers reach customers — from predictive analytics to AI-written copy. But it’s also created a new problem: consumers are questioning what’s real.

Surveys show that over 60% of consumers say they’re unsure if messages they receive online are human- or AI-generated (PwC; Forrester). And more than half say they’re more cautious about sharing personal information with brands that use AI without transparency.

SMS, however, has retained unusually high trust levels — with 98% open rates and 45x average ROI compared to traditional email (SimpleTexting; Omnisend). That’s because texting is inherently identity-based: it’s a one-to-one channel where the sender must be known and the message must feel genuine.

When brands identify themselves clearly and communicate authentically through SMS, they earn what AI often struggles to generate — real trust.

Why Identity Is the Foundation of SMS Engagement

AI can make content faster, but it can’t make it personal without permission-based identity. Here’s how identity builds the foundation for trustworthy SMS marketing in 2025:

  1. Verified sender identity = instant credibility.
    With scams and spam texts on the rise, verified business texting (using 10DLC registration or branded sender IDs) reassures recipients that messages are legitimate. This directly increases engagement and click-through rates (CTRs) by as much as 30% compared to unverified senders (CTIA).
  2. First-party data fuels personalization.
    AI can analyze data, but it can’t ethically collect it. SMS marketing built on opt-in, first-party data allows businesses to personalize responsibly — recommending products or updates based on user preferences, not invasive tracking (Forrester; Attentive).
  3. Consent-based identity drives compliance and loyalty.
    Text marketing laws (TCPA, CAN-SPAM, and new privacy acts) all center on identity and consent. Businesses that clearly state who they are and what customers are opting into see up to 2x higher retention in subscriber lists (Omnisend; SimpleTexting).
  4. AI-assisted but human-verified messaging builds authenticity.
    Using AI to optimize timing or analyze engagement is powerful — but letting AI fully write messages without human review risks tone-deaf content. When messages are AI-assisted but human-reviewed and sent from a verified business identity, customers respond with trust, not skepticism.

How to Identify Yourself Through SMS (and Stand Out from the Bots)

If 2024 was the year of AI-generated everything, 2025 is the year of authentic identity. Here’s how small businesses can identify themselves clearly — and meaningfully — through SMS:

1. Lead with transparency.

Start each campaign by clearly naming your business and purpose:

“Hi, it’s Betwext Coffee Co. — thanks for joining our VIP list! Here’s your first exclusive offer ☕.”

Transparency instantly signals legitimacy and trustworthiness.

2. Use branded links and short codes.

Avoid generic URLs. Branded or custom short links (e.g., betwext.com/deal) increase click confidence and reduce spam suspicions (CTIA; Omnisend).

3. Personalize intelligently — not invasively.

AI can segment based on time, behavior, or purchase history. But always tie personalization to identity data the customer knowingly provided (“since you ordered our fall roast last month…”). This reinforces trust while boosting relevance (Attentive).

4. Combine human tone with AI efficiency.

AI can suggest the best send times or segment logic, but tone should feel real. SMS is intimate — write like you would text a loyal customer, not like you’re running a mass campaign.

5. Reconfirm consent periodically.

A short “Still want to hear from us?” campaign reaffirms respect for customer identity and data. Studies show this actually reduces unsubscribes over time and improves long-term list quality (Omnisend).

The Future: Identity-Driven AI for SMS

In the near future, AI will predict send times, write subject lines, and even trigger campaigns automatically. But those gains will only matter if customers still trust who’s texting them.

Identity-based SMS marketing — built on verified senders, first-party data, and transparent AI use — will define the next era of customer engagement.

Small businesses that get this right will stand out as real voices in a sea of automation.

AI can make your marketing smarter. But identity makes it believable.
When every brand sounds the same, your authenticity becomes your competitive advantage — and SMS is the channel where authenticity still wins.

Sources