Harnessing AI: Real Value or Risking Trust?

About a year ago, I was invited to participate in Beyond the Hype: Making AI Work for Business Productivity. That experience started me and the gigCMO team on a journey to explore how AI can benefit small businesses. Since then, we’ve been considering how AI could genuinely support different aspects of business—like customer engagement, marketing and sales, and brand identity.

Recently, two LinkedIn posts brought a fresh perspective to these reflections.

AI-Enhanced Noodle Shop shared by Arnold Ma

Arnold’s post shows an intriguing example of AI applied to a village noodle shop in China. Originally a humble, authentic setting, AI-enhanced visuals transformed it into a polished, minimalist environment—something almost Nordic in design, crafted to appeal to modern consumer aesthetics.

But this raises an important question: when customers, drawn in by this high-tech, sleek imagery, arrive and find the actual, traditional shop, will they feel misled? Does this transformation truly support the shop’s purpose, or is it a polished “illusion” that doesn’t match reality?

I want to be clear: my intention isn’t to criticise the shop itself, as I don’t know the full context or whether this AI treatment was meant to be a demo. But at face value, it raises an important question for all business leaders: What are we using AI for? Are we enhancing customer experiences in a way that’s authentic and aligned with our values, or are we at risk of compromising the very qualities that make our businesses unique?

The Promise of AI-Driven Innovation

AI holds undeniable potential to transform industries and economies. In China, AI is already integrated into various sectors, from retail to healthcare, often in ways that push the boundaries of what’s possible. The AI-enhanced noodle shop example illustrates this concept well, showing how technology can visually transform a traditional space to appeal to contemporary tastes. These enhancements can capture attention, potentially driving more customers and giving small businesses a competitive edge by making them look trend-forward.

For business leaders, the takeaway is clear: AI isn’t just for tech giants. With AI-enabled solutions becoming more affordable and accessible, smaller companies—including traditional, non-tech-oriented businesses—can now use AI to scale operations, enhance engagement, and remain competitive in a fast-changing market. However, AI’s role should be to add authentic value, not simply to create an idealised version of a brand that may not exist in reality.

The Reality Check: AI’s Limitations and Ethical Challenges

Despite the advantages, the AI-enhanced appearance of the noodle shop highlights a fundamental question: does this visual transformation serve the actual experience customers want, or does it risk alienating them? Many customers appreciate the authenticity and warmth of traditional, local businesses. If they arrive expecting a sleek, modern shop only to find a rustic, original setup, there could be a disconnect that impacts their trust and overall perception of the brand.

This situation highlights a broader lesson: AI should support what customers genuinely value in a brand, not overshadow it with a digitally enhanced appearance that doesn’t align with reality. The disconnect between polished visuals and authentic experiences can create unintended disillusionment. Customers may leave feeling misled, questioning the authenticity of the brand’s representation.

AI as a Tool, Not the Driver

The crux of responsible AI adoption lies in understanding that AI, at its core, is a tool—an advanced technology, yes, but a technology that is, like any other, defined by its users. We are the ones who determine AI’s applications, its boundaries, and, ultimately, its ethical implications. The path forward requires us to adopt a balanced perspective: AI can provide us with enormous benefits, but it must be applied thoughtfully.

Business leaders, technologists, and policymakers share a collective responsibility to establish and uphold ethical AI standards that prevent misuse and protect public interest. It’s vital to think ahead and adopt practices that safeguard customer data, promote fair use of AI, and protect the interests of all stakeholders—especially those most vulnerable to technology’s unintended side effects.

In some cases, this might mean setting boundaries on the types of data we collect, or being transparent about how AI operates within customer interactions. For example, a noodle shop using facial recognition should disclose this to customers and offer alternatives to those who may feel uncomfortable. It’s about respecting the human element, even as we automate and innovate.

A Way Forward: Embracing AI with Responsibility

For businesses considering AI, the message isn’t to shy away from the technology but to embrace it with a commitment to ethical practices. AI-driven transformation should align with broader goals that extend beyond profit—namely, customer trust, employee welfare, and societal well-being. Businesses have a unique opportunity to lead by example, ensuring that AI supports human needs without undermining them.

In the context of China’s AI advancements, we see a glimpse of what’s possible when AI is embraced at scale. However, AI’s success in one market doesn’t automatically translate to another, and each business must navigate the technology with its unique audience in mind.

While the global AI race is pushing for fast adoption, meaningful integration comes from recognising cultural differences, respecting user preferences, and maintaining transparency about AI’s role in customer experiences.

Our Role in Shaping AI’s Future

AI’s potential is immense, but so are its ethical stakes. How we manage these technologies now will shape their impact on society for generations. AI, like every powerful tool, needs responsible hands to guide it. As business leaders, we must remember that we—not AI—are ultimately in control. It is our decisions, our values, and our collective conscience that will determine.

Finally, I would like to conclude with Jurga Zilinskiene MBE 's post: