In the era of hyperconnectivity, where artificial intelligence (AI) has infiltrated our conversations, work, and even medical decisions, technology has ceased to be an option and has become an essential part of everyday life. In Mexico, this transformation is occurring at breakneck speed: e-learning platforms that connect students from Monterrey to Yucatán, virtual assistants on WhatsApp that resolve banking issues, and digitalized healthcare systems that manage medical appointments in seconds.
But amidst all this digital efficiency, there is one element that cannot be programmed so easily: trust. In an ecosystem increasingly saturated with information and automation, the big question is: how do we know that what we see, read, or hear is real?
The silent threat: deepfakes and misinformation
While AI tools are perfected to make our lives easier, they have also given rise to new risks. One of them is deepfakes: content generated by algorithms capable of imitating faces, voices, and expressions with disturbing realism. In Mexico, cases of fake videos impersonating public figures or promoting misinformation on social media have already been reported.
This content not only jeopardizes the credibility of platforms but can also erode user trust in brands that employ AI in their processes. It’s one thing for a bot to help you check your balance; quite another for you to be unable to distinguish whether the voice speaking to you is real or a simulation.
Imagine a Mexican fintech launching a new virtual assistant for banking management. At first, users are fascinated: instant responses, no lines, no overloaded call centers. The promise of digital efficiency is fulfilled to the letter, and the initial enthusiasm is reflected in a wave of downloads and positive comments. The tool seemed to mark the beginning of a new era in Mexican banking.
But rumors quickly surfaced on social media about alleged security flaws. Fake videos created with artificial intelligence are beginning to circulate, depicting manipulated scenarios where the system is breached, identities are falsified, and data is extracted. Although they are baseless deepfakes, the content is going viral rapidly. Some media outlets are reproducing the clips without verifying their authenticity, and digital panic sets in within days.
The result is a direct blow to the audience, diminishing their trust in the fintech. In reaction to this threat and for fear of exposing themselves, they choose to avoid interacting with the virtual assistant. Usage metrics plummet, and what was a story of innovation becomes a case study in the dangers of technological misinformation. Even satisfied users begin to hesitate, not because of a bad experience of their own, but because of widespread uncertainty.
And that’s where reputational damage arises: the fintech not only loses users, but also authority. In a competitive market like the financial one, where perception is key, a few weeks of confusion are enough to jeopardize months (or years) of work on innovation and development. The problem wasn’t the technology, but the lack of a communications shield that would accompany its launch with transparency, education, and active community participation.
The counterattack: radical transparency and clear communication
Instead of hiding or issuing a cold, corporate statement, the Mexican fintech makes a bold decision: confront the problem head-on. There’s no sugarcoating the situation or waiting for the scandal to blow over. They publish a detailed—but simple-language—article on their blog explaining how the artificial intelligence was trained, what data is used, and how it’s protected. They even include infographics and animated videos to make it easier for non-technical users to understand.
But they don’t stop there. They host live streams with their own engineers, where they show in real time how their deepfake detection system works. They answer questions from the public, accept criticism, and debunk the idea that AI is an incomprehensible “black box.” The message is clear: we have nothing to hide; we want you to understand how we work. And this honesty, rare in the financial world, is beginning to bear fruit.
At the same time, they introduce new visible and tangible measures that reinforce the perception of security. Biometric verification through facial recognition and fingerprint scanning is enabled, all supported by interactive tutorials within the app that explain step by step how to protect your data. The user experience is no longer just comfortable: it now feels safe, clear, and empathetic.
In addition, they have activated an exclusive support channel where users can speak directly with privacy and technology specialists. It’s no longer about bots responding with canned phrases, but rather a human, horizontal, and transparent space. The goal is not just to resolve doubts, but to build a real conversation. The company ceases to be a glass tower and becomes a digital ally.
The result? The community changes its mindset. It begins to see AI not as a mysterious threat, but as a tool with clear rules, designed with people at the center. Users sign up for beta versions, provide detailed feedback, and even propose new security features. Trust is rebuilt, not through marketing, but through dialogue. Thus, the relationship between technology and society evolves: from mistrust to commitment, and from fear to collaboration.
Lessons for any communications agency in Latin America
For a communications agency in Latin America, this case illustrates three essential keys:
1. Explain the “how.” Showing development processes and security mechanisms transforms uncertainty into trust. If you explain well, you don’t need to exaggerate.
2. Show what you do to protect yourself. Safeguards must not only exist, they must be communicated. Encryption, anti-deepfake filters, and specialized support channels must be visible and tangible.
3. Turn up the microphone. Forums, broadcasts, social media, surveys. Every channel is an opportunity to turn your audience into an ally.
A modern communications agency not only designs beautiful messages, but also builds bridges between technologists and users.
Trust as a competitive advantage
In a market like Mexico, where digitalization is advancing at a rapid pace but the trust gap is real, being trustworthy can be more valuable than being innovative. An app with a spectacular interface is useless if the user is afraid to use it.
The brands that win this game won’t necessarily be those with the most sophisticated algorithms, but rather those that know how to translate technology into trust. And here, a good communications agency can make the difference between a crisis and a success story.
FAQs about trust, AI, and communication in Mexico
What is a deepfake? It’s AI-manipulated content that imitates human faces or voices with high fidelity. It can be used for artistic purposes, but also for malicious purposes.
How to detect a deepfake? Look for strange facial movements, artificial blinking, imperfect synchronization between voice and lips, or unnatural image transitions. But above all, be wary of content that immediately provokes extreme emotions.
Can a communications agency help manage an AI crisis? Of course. A good communications agency designs narratives, builds trust, and activates channels to listen and respond to the community. They are key in moments of doubt.
What are the most effective technologies to prevent the malicious use of AI? From end-to-end encryption to biometric verification to deepfake detection algorithms. But none of them replaces clear and honest communication.
The Way Forward: Technology with a Purpose
Mexico is at a key moment. Digital transformation won’t stop, but trust won’t grow on its own. It’s time for companies, institutions, and brands to embrace technology, yes, but with a narrative that makes it understandable, secure, and relatable.
Communications agencies in Latin America have the opportunity (and the responsibility) to lead this transition. To become cultural and technological guides that connect the world of data with human emotions. Because at its core, trust isn’t an algorithm. It’s a story well told.
#TrustAndTechnology #AIinMexico #CommunicationsAgency #DigitalTransformation
About MarketCross
We are a global public relations agency that since 1996 has been helping to create connections between great brands and their audiences in an innovative and personal way, enhancing their reputation and narrative to drive business outcomes.
Our track record of co-constructing with more than 300 clients from diverse cultural backgrounds and industries has given us a unique perspective for delivering customized and effective strategic communications solutions to anywhere in the world.
Our team of experts, located in major cities around the world, combines a global outlook with in-depth local market experience and a sense of curiosity that transcends borders and ensures that they stay abreast of the changes and trends occurring in different markets and societies.
MarketCross has received several different international awards including the Latin America Excellence Awards (2016 and 2018), Eikon Chile (2022), Eikon Argentina (2023), Eikon Internacional (2023 and 2024).
