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There’s money in avoiding AI slop
One place slop belongs: the garbage // Illustration by Kate Walker
Some brands are countering the rise of AI slop by marketing authenticity instead.
The Big Picture: As low-quality content generated entirely by AI proliferates online, audiences are quickly getting sick of it. That poses an opportunity for creators and advertisers, who can distinguish their brands by avoiding or even mocking the use of the tech. If slop continues to flood the internet, opposing it might become a winning issue.
Between The Lines: AI content is growing more popular with businesses and less popular with consumers, driving some brands to subvert the tech.
On platforms like YouTube, about 25% of videos with ads are either enhanced or entirely generated by AI.
But recent surveys suggest that roughly half of consumers are less likely to trust AI-generated content or buy products from websites that feature it.
BMW parodied the surge of AI marketing in a recent ad, juxtaposing clear AI slop with their own brand to highlight their authenticity and craftsmanship.
Conclusion: Though online platforms have acknowledged the problem — many of YouTube’s fastest-growing channels are entirely slop-based — they don’t seem prepared to remove or even reliably identify the content, making a total ban on such content unlikely.
Prediction: Look out for more branded content that either conspicuously lacks AI or antagonizes it.
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Today’s email was written by Luke Perrotta.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.