If you’ve been feeling like AI content is flooding your feed lately, you’re not alone! And according to James Armstrong, that’s actually good news for brands willing to keep it real. As co-founder of Brighton-based agency Social Firefly, James has spent years helping charities, businesses and public sector teams use social media to build genuine connections. His background in police communications taught him just how much trust and reputation matter online, long before “authenticity” became a marketing buzzword. We sat down with James after EVOLVE [26] to chat about the AI trust gap, why social media should be about people first, and what’s coming next for the platforms we use to connect.

Can you share a bit about your background?

I’m the co-founder of Social Firefly and a social media strategist, trainer and speaker based in Brighton. We work with charities, membership bodies, health organisations, businesses and the public sector who want social media that actually does something, rather than simply filling a content calendar.

I started Social Firefly eight and a half years ago, following a career in policing, including six years in communications. There, social media wasn’t just about content. It was about reputation, public trust, managing risk and communicating when things went wrong.

That experience still shapes how I approach social media today. Good social starts with knowing what you’re trying to achieve and who you’re trying to reach. Often that means posting less, being more useful and putting more thought into what you create.

Because social media includes the word social for a reason. It’s about people, relationships and reputation. Increasingly, the authority you build there also influences how people find you through search, recommendations and AI.

What inspired you to speak at EVOLVE [26]?

The community and the buzz of entrepreneurship around the event. They felt like my people.

What was the key message or idea you most wanted the audience to take away from your talk?

Brand and authenticity are the most important things for businesses in the age of AI. AI generated contant has created a trust gap meaning people are leaning more into raw and real content. Your business having it’s own personality and way to shine through the AI slop is how to win.

Were there any audience reactions or questions that really stood out to you?

In a year full of AI conversations, it felt refreshing that the audience understood a need to real human content and brand engagement.

How does the topic you spoke about connect to your current work or passion projects?

As a social media agency we are constantly coming up against terrible AI driven content and businesses wanting quick fixes. AI is an important tool but we need to be careful how it’s used, especially in creative industries like marketing. I’ve been speaking a lot about the sensible use of AI and this talk solidified that.

What emerging trends or challenges in tech (or your field) are you most excited about right now?

The push back against AI generated content really does give me hope. I’m not against AI but I am against it taking away our creativity.

What advice would you give to someone looking to make an impact in your area of expertise?

Social media includes the word ‘social’ for a reason! We should all be using it to build relationships with people and make genuine connections. Not just to sell and promote.

How do you see the future evolving in your industry over the next few years?

Video content continues to grow but an emerging trend for long form written content to help the AI search engines understand our knowledge and expertise. I see something new coming soon too – the next big social media platform is on the horizon and I truly think it’ll help us connect better with each other and the world around us.

What was your favourite part of the EVOLVE experience?

The talks were fantastic, not just the panel I was on but all of them. Such a good range of topics and opinions. I also really loved speaking with other exhibitors and getting to know the team.

What’s next for you? Any upcoming projects, initiatives, or goals you’re excited to share?

I’m really excited to be creating advertising content for a big international wildlife charity and to be doing more campaigning work for animals and the planet.

What’s one book, podcast, or resource that’s inspired you recently?

I recently read the e-myth and would recommend it to any business owner.

How can people connect with you or follow your work after the event?

On LinkedIn: https://www.linkedin.com/in/jjfarmstrong/