MAICON Archives

Building Trust at Scale: The V.I.B.E. Check for Ethical AI Marketing [MAICON 25]

Rebecca Bultsma
Duration: 44 minutes
Date Released: October 2025
Course Level: Beginner to Intermediate
Remember when a blue checkmark meant trust me, and then it didn’t? That same shift is coming for AI in marketing. In this session, you’ll get the V.I.B.E. Framework™ (Visible, Intentional, Beneficial, Earned)—your quick vibe check to make sure your AI use hits different and strengthens the trust signals your brand sends. With live “Vibes On”/“Vibes Off” examples and practical tools, you’ll leave with a personal scorecard and a roadmap to make ethical AI your competitive edge. Because if the vibes are off, the trust is gone.
Meet Your Instructor

Rebecca Bultsma

Rebecca Bultsma is an AI Ethics & Trust Strategist who helps organizations turn responsible AI into a competitive advantage. Drawing on over 16 years in strategic communication and her research in Data and AI Ethics at the University of Edinburgh, she works with leaders in marketing, education, and policy to build AI strategies rooted in transparency, fairness, and trust. Bultsma has spoken on stages across North America, and is known for translating complex AI issues into engaging, actionable insights. She helps decision-makers align AI with human values, earn stakeholder trust, and drive meaningful results.

AI Ethics & Strategy, Rebecca Bultsma Consulting