AI Trends
AI has quickly moved beyond the role of a behind-the-scenes productivity tool. It is changing how people search for information, interact with content, and decide what to trust.
A recent CallRail analysis found that AI search generated 0.115% of all inbound calls in June. That may sound small, but it represents a 58.2% increase since November, and the third consecutive month above 0.1%.
In other words, AI search is still an emerging channel, but it is already influencing decisions and sending people directly to businesses.
At the same time, new Barna research reveals that practicing Christians are adopting AI faster than many ministry leaders may realize. Forty-four percent say they use AI often in their personal lives, compared with 31% of U.S. adults and just 16% of pastors.
In other words, the audience isn’t waiting for ministries to catch up.
Why This Matters
As people increasingly ask AI tools for answers, charitable organizations have to consider a new question: What is AI saying about us?
Accurate and current online content matters because AI tools rely on the information they can find. If your website is vague, outdated, or inconsistent, there is a greater chance that the answer someone receives about your organization will be incomplete or simply wrong.
But visibility is only half the challenge. Trust matters too.
A recent Pangram analysis found that more than 40% of the long-form LinkedIn posts it reviewed were flagged as fully AI-generated. As synthetic content becomes more common, audiences will become more alert to communication that feels generic, hidden or inauthentic.
While people do not necessarily object to ministries using AI, they also don’t want to feel misled by it.
Next Steps
Wondering where to start with AI? Begin responding intentionally:
- Review whether the core information on your website is accurate and easy to understand
- Decide where AI can support your team and where human judgment, experience and spiritual discernment must remain central
- Create simple guidelines for transparency, accuracy, and accountability when AI contributes to your communication
AI is changing how content is discovered and created, making distinctly human credibility more valuable.
How is your organization deciding where AI belongs, and where it doesn’t?
Shauna Goodison
Director of Communications | shauna@eaglecom.ca