Our CEO points out AI-generated content floods social, brands need a better playbook to stand out in Inc. Magazine.
Whether you know it or not, you’ve probably come across some piece of AI-generated content on social. A lot of brands have thoroughly embraced it, resulting in a wave of AI slop online—easy to produce, but equally as easy for audiences to ignore.
But just because it’s everywhere, doesn’t mean it’s finding the right audience. You can create content until your face turns blue, but unless you understand social and how to break through on each platform, more is not more. And while I have seen countless examples of AI-generated “ads,” I have seen very few examples of AI-generated content that actually gets shared because it’s interesting or compelling.
Meanwhile, brands and their agencies are pumping out AI videos and images at high speed, as if volume is the goal. It’s especially attractive for smaller independent brands that might see AI content as a quick, low cost solution that allows them to compete in the broader market. But that’s not how you break through. If anything, it makes brands blend in even faster. Any brand that tries to outrun AI slop by making more AI slop is running the wrong race.
Instead, brands must challenge themselves to be true innovators—not playing it safe with new tech but taking the types of big creative swings and risks that AI can’t replicate. As the online world chases the false promise of AI content-creation, here are some social media content tactics that will continue to stand out.
Show how the sausage gets made
Pull people into the creative process. When you show the humans, the mess, the decisions, and the craft driving the content, it becomes impossible to confuse your content with auto-generated filler. A great example of this is Lego, which has leaned harder into behind-the-scenes content showing headquarters, building challenges, and storytelling behind the creations across social and owned channels. That’s the type of transparency and craft that AI can’t convincingly fake at scale. Imagine if beauty or other major brands did the same, showing formula testing, packaging tradeoffs, and internal feedback loops. Their comments sections could influence business or product decisions, reinforcing the brands’ credibility with audiences. After all, showing uncertainty and iteration builds trust faster than perfection.
Build a recognizable personality
AI can mimic styles, but it can’t build a point of view. If your brand has a real tone, real opinions, and a consistent way of talking, that can become your differentiation. Ryanair follows this approach by doubling down on being blunt, self-deprecating, and occasionally unhinged by design. This type of successful content not only avoids AI’s penchant for consensus-driven creativity, but proves that building a strong personality on social means being willing to be disliked by some.
Mix AI with human intention
Use AI as a tool, but not the actual driver. Let AI accelerate production or help shape visuals, but let a human steer the idea. That’s where the magic is. Take Adobe, which focuses a lot on assuring its community that “AI won’t replace creativity” by showcasing real, hands-on examples how it can be additive. Most importantly, they consistently show creators driving AI, not the other way around. It reassures creatives and celebrates their work while at the same time promoting a vision of what AI and creators can accomplish together.
Create for your community, not the algorithm
When content grows from real conversations, authentic pain points, genuine inside jokes with your audience, it stops being interchangeable.
Commit to a visual or narrative style that isn’t easily copied
AI excels at making everything look the same. So choose something distinct: a unique editing style, signature voice, recurring character, and/or consistent attitude. Own something AI can’t recreate easily.
Remember, one piece of great content that breaks through and reaches millions of people organically is much more impactful than a thousand pieces of content that no one wants to see. While AI’s impact can’t be overstated—especially when it comes to uncovering or aggregating trends—it’s people that must continue to drive social media content and culture. Not just because it’s more effective for brands but because it’s our weird and unexpected ways which continue to make social media a fun place to be.
Featured Image: Getty Images