This study aims to examine the impact of consumer skepticism on brand promise within the framework of theoretical approaches and empirical findings. In today's marketing environment, brand promise is considered not only a communication element but also a fundamental commitment reflecting the brand's identity, values, and strategic direction. This promise, which forms the starting point of the trust relationship established between the brand and the consumer, plays a decisive role in the consumer's perceptual evaluation process. However, digitalization, increasing information density, the widespread sharing of experiences on social media platforms, and the visibility of past consumer experiences have led to a more critical and questioning evaluation of the promises offered by brands. In this context, consumer skepticism is considered as a cognitive, emotional, and behavioral mechanism that tests the consistency between a brand's words and actions. The study reveals that the relationship between brand promise and consumer trust is shaped particularly by factors such as inconsistency, excessive promises, lack of transparency, and failure to fulfill ethical responsibilities. Literature findings show that an increase in the level of skepticism negatively affects brand trust, brand loyalty, and purchase intention, while consistent, ethical, verifiable, and experience-backed promise strategies strengthen trust building. It has also been emphasized that social media platforms and AI-based communication applications are creating new trust dynamics regarding the credibility of brand promises. While AI-powered content creation and personalized communication systems offer significant opportunities for brands, it is stated that skepticism may increase if the perception of sincerity is damaged. Consequently, consumer skepticism is a risk factor for brands, as well as a feedback and self-monitoring mechanism that ensures the verification of promises. It is stressed that the sustainability of the brand promise depends on ensuring consistency between discourse and behavior, fulfilling ethical responsibilities, and developing trust strategies based on transparency.