AI scales output based on the user's existing knowledge. For professionals lacking deep domain expertise, AI will simply generate a larger volume of uninformed content, creating "AI slop." It exponentially multiplies ignorance rather than fixing it.
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.
As AI democratizes the technical aspects of content creation, the ability to guide it with unique perspective, craft, and taste becomes the key differentiator. AI is a powerful tool for experts to scale their vision, but it cannot replace the vision itself.
As audiences grow tired of generic, low-effort AI content, brands can gain a competitive advantage. Focusing on authentic, human-driven, and even imperfect content will become a key differentiator and a core growth tactic in a saturated digital landscape.
Instead of merely outsourcing tasks to AI, frame its use as a tool to compound your learning. AI can shorten feedback loops and help you practice and refine a craft—like messaging or video editing—exponentially faster than traditional methods, deepening your expertise.
The Equinox ad uses rapid, nonsensical AI-generated-style clips to reflect the current chaotic state of online content. This counter-culture approach critiques the trend while using its aesthetic to grab attention, proving that meta-commentary is a powerful branding tool.