Trust, Taste and the Human Filter

A talk from The Observer on why trusted storytelling matters more in the era of the algorithm. 

As AI floods the internet with endless content, audiences are becoming more selective about where they spend attention and who they believe. Trust is quietly becoming one of the most valuable assets in media and marketing. 

In this conversation, Nico Sarti, Head of Studio1791 at The Observer, explores how trusted editorial platforms shape perception, credibility and cultural relevance for brands. Together, they will unpack the growing role of journalism, editorial judgement and human curation in an age of algorithmic noise. 

Grounded in real-world examples from news, culture, and branded storytelling, the session will examine why audiences still seek human perspective, distinct voices, and platforms with clear values, and how brands can participate in culture without sounding manufactured.