In this SXSW 2026 segment, the panel of Reed Smith and Tripadvisor leaders examines a cautionary tale involving AI‑generated influencers to show how quickly trust can erode when transparency and governance fall short. Drawing lessons for marketing, media, and brand teams, the discussion highlights the legal, reputational, and commercial risks of deploying AI without clear disclosures, internal alignment, and ongoing oversight. As AI becomes more autonomous and agent‑driven, the panel underscores one central message: Trust is built through transparency, explainability, and governance.