AI has taken the world of content creation by storm. From hyper-realistic images to "personalised" marketing campaigns, it’s clear that artificial intelligence has become an essential tool for creators and brands. But with this explosion of AI content, one can’t help but wonder if there is a limit to how much people can take before they start craving something more real.
When AI Starts to Feel Like Noise
Let’s face it: AI-generated content is impressive. It’s polished, efficient, and as time goes by, it gets more and more indistinguishable from what a human could create. But could that be the problem? When every image looks flawless, every ad feels calculated, and every video is optimised to a T, it’s easy to see how people might become numb to it all. At some point, doesn’t it all start to feel the same?
Think about the barrage of marketing emails filled with "personalised" tokens that never feel quite personal. Or the videos that look amazing but lack any kind of soul. It’s not hard to imagine AI content going the way of robocalls, something people actively tune out.
The Case for Human Imperfection
What AI can’t replicate is humanity’s unique ability to connect through imperfection. If it’s one thing 2024’s viral moments like Moo Deng and the Turkish Olympic Shooter have taught us, people gravitate towards authenticity, not just the polished and pretty. There’s something relatable about a candid photo, a typo in a heartfelt message, or a piece of art that’s clearly handmade. It reminds us that there’s a real person behind it all, someone flawed, just like us.
Picture this: you’re scrolling through social media, and every post is a perfect AI-rendered masterpiece. Then you come across something raw and real, a handwritten note, a sketch, or a photo with bad lighting but a great story. Which one are you more likely to engage with? My bet is on the latter.
Creativity Swings Like a Pendulum
The world of creativity has always been about balance. When things swing too far in one direction, there’s usually a pull to go back the other way. Remember when Web 2.0 websites were overloaded with flashy graphics, sound effects (thank goodness these died out) and animations? Minimalism came in to reset the balance. The same will happen with AI content.
Sure, AI is here to stay. It’s incredible for crunching data, automating tasks, and even helping with creative workflows. But when it comes to storytelling and emotional impact, humans will always have the upper hand. It’s not a question of replacing AI but figuring out where it ends and humanity begins.
What This Means for Creators and Brands
For anyone creating content, this isn’t a reason to panic, it’s an opportunity. If AI is becoming the norm, standing out might mean leaning into the things AI can’t do.
Here are some ways to keep it human:
Be Real: Share the messy behind-the-scenes moments, the stories that don’t have a happy ending, and the struggles alongside the successes.
Make It Personal: Go beyond the generic "personalisation" that AI offers. Show your audience you understand their world in a way only another human could.
Use AI as a Tool, Not a Crutch: Let AI handle the repetitive stuff, but make sure the heart of your content comes from you.
Celebrate the Imperfect: Don’t edit out every flaw. Sometimes it’s the imperfections that make something worth remembering. (Who remembers the weird adlibs at the end of 00s songs?)
Looking Ahead
AI isn’t going anywhere, and that’s not a bad thing. It has a place, especially when it comes to making our lives easier. But when it comes to creating something that makes people feel, that makes them stop and think, or that just makes them smile, humans are irreplaceable.
The pendulum might swing back towards human content, but that doesn’t mean we’re going back to square one. The future will likely be a blend, AI for what it does best, and humans for what only we can do. If you’re in the business of creating, the best thing you can do is embrace both and figure out how to make them work together.
Comments