1. The NYT highlights AI-generated influencers' impact on brand trust and engagement. 2. Steve Morris warns trust cannot be automated despite efficiency gains from AI. 3. Brands must align AI strategies with clear positioning to earn long-term trust. 4. Visibility alone is insufficient; authentic connection is crucial for brand loyalty. 5. Morris's insights reinforce the need for cohesive digital marketing strategies.
FAQ
Why Bullish?
The article emphasizes the growing importance of authenticity in marketing, which may drive NYT's advertising revenue. Historic examples show that NYT benefits when advertising trends shift towards trust-building content.
How important is it?
The insights provided by Morris may influence brands' advertising strategies, affecting NYT's future advertising revenue. As trust becomes paramount, the NYT's content strategies may need to adapt accordingly.
Why Long Term?
The shift towards AI-generated influencers suggests a long-term transformation in digital marketing dynamics that NYT can capitalize on through strategic advertising partnerships.
Steve Morris Featured in The New York Times on AI Influencers and Digital Trust
NEW YORK, NY, Dec. 23, 2025 (GLOBE NEWSWIRE) — Steve Morris, the Founder and CEO of digital growth agency NEWMEDIA.COM, was highlighted in The New York Times for his expertise on AI-generated influencers and their implications for brand trust and digital marketing. The article, titled “These Travel Influencers Don’t Want Freebies. They’re A.I.,” delves into how AI-powered personalities are transforming the influencer economy, challenging conventional views on authenticity and human interaction in the digital landscape.
Expert Insights on AI and Marketing
In the NYT article, Morris provided critical insights on the impact of AI influencers, emphasizing how brands must react to this significant trend. He pointed out that while AI influencers enhance efficiency and scalability, they also surface a pivotal flaw in contemporary digital marketing: trust cannot be automated.
“AI can replicate consistency and volume, but it can’t replicate credibility,” Morris stated. “Trust is still built through human judgment, transparency, and values—not algorithms.” Morris warned that brands could misinterpret immediate engagement for lasting influence if AI strategies are implemented without a comprehensive approach.
The Challenge of Trust in Digital Marketing
“The danger isn’t the technology,” he noted. “It’s when companies mistake engagement metrics for genuine connection or believe novelty alone can sustain brand loyalty.” This assertion aligns with the vision at NEWMEDIA.COM, where AI is viewed as a part of an integrated digital strategy rather than a standalone solution.
NEWMEDIA.COM focuses on aligning AI capabilities with key areas such as social media marketing, influencer strategy, search engine optimization (SEO), and digital experience design to ensure that automation serves to enhance trust and performance.
Transition to AI-Driven Marketing Strategies
According to Morris, the emergence of AI influencers signals a broader evolution in digital marketing where visibility is insufficient on its own. “As AI-generated content floods social and search platforms, brands that succeed will be those that combine technology with authority,” he said, noting the necessity for clear positioning and consistent messaging.
This holistic approach is exemplified by RankOS™, NEWMEDIA.COM’s proprietary digital authority framework. RankOS™ integrates AI-driven content strategy, social media amplification, technical SEO, and conversion-oriented user experience (UX) to help brands cultivate long-term visibility across both traditional search engines and upcoming AI-centric discovery platforms.
Morris’s Role as a Digital Marketing Authority
Morris’s feature in The New York Times positions him as a leading authority at the intersection of artificial intelligence and modern marketing strategies. With the competitive landscape shifting as AI-generated voices vie for consumer attention, his insights underscore a critical principle of future marketing: technology may amplify influence, but strategy will dictate its sustainability.
Read the Full Article
For further insights, read the complete article in The New York Times [here](https://www.nytimes.com/2025/12/09/travel/ai-influencers.html).
About NEWMEDIA.COM
NEWMEDIA.COM is a leading digital growth agency that partners with organizations to build, scale, and optimize high-performing digital ecosystems. They specialize in aligning strategy, technology, and experience design to drive measurable, long-term growth.
The agency’s services include AI-informed digital strategy, social media and influencer marketing, SEO, and conversion optimization. Through their integrated approaches, they aim to enhance visibility and customer engagement throughout the buyer's journey.
About Steve Morris
Steve Morris is the Founder and CEO of NEWMEDIA.COM, renowned for his expertise in digital strategy and emerging technologies. His insights have been featured in various leading publications, illuminating the complexities of navigating a growing AI-driven digital environment.