in this article, trust, as the foundation of the relationship between brands and audiences, is examined as a measurable construct. While both brands and audiences are simultaneously integrating digital technologies and artificial intelligence (AI) into their communications, strategies for restructuring or adapting a brand to new audience expectations vary significantly. The objective of this study is to identify the parameters of brand trust in relation to UTAUT factors. The findings demonstrate that audiences deem brands worthy of attention only when the brand's technological level aligns with the audience's level of "informational sensitivity," "public reliability heuristics," "trust heuristics," and the social contexts of the online environment – namely, security and reliability. The study demonstrates that, to retain audience loyalty, a modern brand must build audience trust as a cost-benefit system, offering risk mitigation, reliability, communicative competence, and being ethical and sincere.