Organisational authenticity, as an emerging research field of research in management studies, has garnered widespread attention from consumers and scholars in recent years. As technological advancements like Large Language Models, Augmented Reality, and Virtual Reality become more integrated into societal functions, the construction of organisational authenticity faces new challenges and opportunities. The study delves into how these AI technologies impact two dimensions of organisational authenticity—value-based and connection-based—highlighting the dual role of AI as both a facilitator of authentic experiences and a potential threat to perceived authenticity. Moreover, the study proposes strategies for organisations to navigate these challenges, emphasising the importance of consistency in behaviour and communication across virtual and physical spaces to maintain authenticity. This exploration not only sheds light on the evolving concept of authenticity in the digital age but also prompts critical reflection on the ethical implications of AI.