In a world saturated with polished AI content, audiences will crave raw, unfiltered authenticity. Creators can achieve this by eliminating filtering steps like scripting and heavy editing, thereby closing the gap between having an idea and posting it. This builds trust.
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AI video tools like Sora optimize for high production value, but popular internet content often succeeds due to its message and authenticity, not its polish. The assumption that better visuals create better engagement is a risky product bet, as it iterates on an axis that users may not value.
As AI automates content creation, the ultimate differentiator becomes authentic human connection. This means prioritizing "reading the room," sharing personal stories, and even being inefficient to foster genuine relationships. While AI optimizes for output, marketers who optimize for humanity will build more resilient brands.
As AI makes content creation feel robotic, businesses must stand out by publishing authentic, behind-the-scenes content. This includes showing processes and unique stories. If sharing content doesn't feel slightly uncomfortable, it is likely not real enough to build trust and differentiate your brand.
Audiences crave authenticity, making highly polished videos feel unrelatable. Instead of investing in expensive gear, creators should invest in authentic storytelling, embracing a raw and imperfect style that builds more trust.
The pursuit of perfection paralyzes content creation. The polished, multi-take style of traditional media is obsolete on social platforms. Authenticity drives engagement. Don't re-shoot for a minor mistake; correct it in the video and post it. The more human and raw you are, the better your content will perform.
As AI generates vast amounts of generic content, brands that showcase genuine human stories, empathy, and creativity will build stronger connections and trust that technology cannot replicate.
In a world saturated with AI-generated content, work that is verifiably human-made will command a premium. Similar to how consumers seek out organic food, audiences will actively seek and value the authenticity, personality, and craftsmanship of human-driven content.
The more time spent scripting, refining, and editing a post, the less authentic it becomes and the worse it typically performs. Higher-performing content often results from reducing the time between the initial idea and hitting 'publish.'
As AI-driven content becomes perfectly polished and ubiquitous, audiences increasingly crave genuine, unscripted human connection. Prioritizing vulnerability and realness over perfection builds a more loyal community that feels personal and trustworthy.
Scott Belsky predicts that as AI-generated content floods feeds, audiences will develop a 'membrane of doubt.' To counter this, brands and artists will use 'proof of craft'—behind-the-scenes content showing the human effort involved—as a powerful tool for advertising and building trust.
