Artificial intelligence is revolutionizing marketing and brand management, offering new opportunities but also unprecedented risks. Among these, data reliability and the compatibility between brand authenticity and algorithmic technology raise crucial questions. AI hallucinations can undermine public trust, while the use of artificial tools may conflict with foundational values such as heritage and sincerity. Companies are therefore called to answer two fundamental questions: what impact will unreliable AI-generated content have on brand trust? And, most importantly, how can innovation be leveraged without eroding credibility and authenticity? The response to these challenges will be decisive for the future of brands in the digital age.