Your story, your credibility: How water agencies build trust in the age of AI

Public trust has always been central to the work of water utilities. But as artificial intelligence becomes a primary way people access information, that trust is increasingly shaped by how utilities are represented across the broader media landscape.

In his recent article for Water Online, “Your Story, Your Credibility: How Water Agencies Build Trust in the Age of AI,” Carollo’s Senior Public Relations Manager, Cameron McWilliam, explores how earned media, storytelling, and digital presence are influencing both public perception and how AI systems interpret information about water utilities.

How AI Is Reshaping Trust in the Water Industry

Cameron explains that AI tools are not generating answers in isolation. Instead, they draw from existing content across the internet, including news articles, industry reporting, and utility-published materials.

“If you’ve ever asked an AI tool a question about water quality, infrastructure, or even your own utility,” he writes, “you’ve probably noticed that the answer often draws from news articles, expert opinion, and industry reporting.”

This means that trust is no longer built solely on what utilities communicate directly. It is also shaped by how others, particularly journalists and industry voices, document and explain that work.

Why Earned Media Plays a Critical Role for Utilities

A key theme in Cameron’s article is the growing importance of earned media. He defines it as coverage produced by independent third parties, including journalists, editors, and industry publications.

Unlike paid content, earned media is subject to editorial review and fact-checking, which adds credibility. That distinction is especially important as AI systems evaluate and prioritize sources.

As Cameron notes, “building trust isn’t just about what water providers say they do, it’s also about what others say about them.”

Because AI tools tend to favor non-promotional, independently verified content, earned media coverage can significantly influence how utilities are represented in search results and AI-generated responses.

Storytelling as a Trust-Building Strategy in the Water Sector

Cameron also highlights the growing role of storytelling in a digital and AI-driven environment. As more information online is generated or summarized by algorithms, authentic, well-communicated narratives are becoming more valuable.

Journalists and industry publications play a key role in translating complex topics, such as potable reuse or PFAS treatment, into accessible stories. Those stories not only inform the public but also become part of the knowledge base that AI systems rely on.

In this way, storytelling becomes more than a communications exercise. It becomes a mechanism for shaping understanding at scale.

Strengthening Visibility Through Media Engagement

According to Cameron, earned media does not happen by accident. It requires intentional effort, often led by a utility’s public information office.

Utilities that proactively engage with journalists, share newsworthy updates, and position their experts as credible sources are more likely to be included in trusted coverage. Over time, this builds a network of authoritative references that strengthens both public trust and digital visibility.

This is particularly important in a landscape where, as he points out, “you cannot buy your way into AI search results, but you can earn it.”

Building Credibility in the Age of AI

Ultimately, Cameron emphasizes that reputation in the AI era is built through a combination of direct communication and third-party validation. The content utilities publish, combined with how that work is covered by independent media, shapes how both people and AI systems understand their role.

As AI continues to influence how information is discovered, the importance of credible, transparent, and well-documented storytelling will only grow.

To explore Cameron McWilliam’s full perspective on earned media, AI, and trust in the water industry, read the complete article.