1 Problem diagnosis: Identify the threat
The digital landscape is constantly changing, but in recent years the change has been dramatic. Artificial intelligence threatens to drown out quality content and erode consumer trust, and distinguishing bot traffic from real traffic poses a challenge for both marketers and consumers.
What is AI Slop?
AI Slop refers to content that is quickly and cheaply produced, often on a mass scale, using artificial intelligence. It is superficial, repetitive, and often just a text full of keywords and generalizations that offers the reader no real value or new information.
Why is it a problem?
- Content overload: The internet is rapidly filling up with meaningless drivel, making it increasingly difficult to find genuinely good content.
- Declining trust: When users repeatedly encounter poor-quality content that smacks of artificial intelligence, their trust in content created by experts also declines.
- Search engine visibility: Search engine giants, led by Google, have already announced and demonstrated in practice that they will penalize mass-produced, low-quality content. High-quality content is now being drowned out by both the quality of competitors and the sheer volume of bots.
“Dead Internet Theory”: A myth that today holds a grain of truth
The Dead Internet Theory (DIT) was originally a conspiracy theory that spread in the deeper corners of the internet. Its basic idea is dramatic: according to the theory, most of the internet—especially social media—no longer consists of real people and the content they create, but rather the activity of bots and the apparent activity orchestrated by algorithms. The theory itself is not true on the scale that its most ardent supporters believe, so you can take off your tin foil hat without fear.
Why is it relevant for marketing?
Vaikka DIT on vain salaliittoteoria, viimeaikoina se on alkanut heijastelemaan aitoa ja kasvavaa huolta: bottiliikenteen ja tekoälyllä luodun sisällön määrä on kieltämättä kasvanut netissä räjähdysmäisesti.
Internetin liikenteestä merkittävä osa koostuu boteista, ei ihmisistä. Jotkin näistä boteista suorittavat esimerkiksi hakukoneiden indeksointia ja ovat siis markkinoijalle tärkeitä, mutta mukaan mahtuu myös roskapostia levittäviä ja analytiikkaa vääristäviä botteja. Kun tunnistamaton botti lukee sisältöäsi, klikkaa mainoksiasi tai lataa oppaitasi, se vaikeuttaa sivustoanalytiikan tulkintaa. Oikeilta ihmisiltä vaikuttavat bottitilit vääristävät vuorovaikutusta myös sosiaalisessa mediassa.
With the proliferation of large language models (LLMs) and generative AI (such as ChatGPT, Sora, and Midjourney), anyone can mass-produce text, images, and videos. This has led to an exponential increase in the amount of generic and superficial content. This clutter makes it even more challenging to find high-quality, human-driven content. While the internet is not dead, it is unfortunately quite congested.
Impact on marketing:
The answer to the question “Why invest in content if the audience is ‘dead’?” is simple: Because people are still on the internet, and they need high-quality, reliable content more than ever.
In the age of artificial intelligence and bots, quality is becoming increasingly important. In the DIT era, consumers are more skeptical than ever, and they seek proof of authenticity and humanity. Those who can prove that they are genuine players, offer in-depth expertise, and provide person-to-person content will win trust and attention. The strategy must shift from volume to impact.
2 Content marketing strikes back: Authenticity and value
When artificial intelligence threatens to churn out generic content 24/7, a human touch is a marketer’s strongest weapon.
Human-Centric Content is the new SEO factor
In the current environment, pure factual information is not enough. Artificial intelligence is already quite good at that. Instead, companies should focus on:
- Depth: Delve into the subject so thoroughly that artificial intelligence cannot easily replicate it.
- Experience: Include unique information about your company or experts that has been accumulated through years of practical work.
- Originality: Produce content that has never been published before (e.g., your own research, opinions, case studies).
Content must be created on a human-to-human basis. Interviews, strong opinion pieces, and authentic case studies are examples of content that artificial intelligence cannot replicate credibly.
“Show, Don’t Tell” – take advantage of the many forms of content
Clean, text-based blog posts are the easiest content format for artificial intelligence. To stand out, marketers need to focus on content formats where the human input is clear and verifiable:
- Videos: Your face, voice, and authentic performance build trust.
- Podcasts: In-depth discussions and expert visits prove the human presence.
- Live events/webinars: The opportunity for interaction proves the topical nature and authenticity of the content.
- Data-driven reports: Proprietary surveys, statistics, and analyses create a very high barrier to entry for artificial intelligence competition.
These formats prove to the audience that there is a real person or company behind the content, one that is willing to invest time and resources in producing genuine value. However, be prepared for the fact that they also require more time and resources from the content producer.
3 Responsible use of artificial intelligence: as a tool, not a producer
Completely condemning artificial intelligence is neither realistic nor sensible. The key is to use it as a tool to enhance human work, not to replace it.
Artificial intelligence as a marketing enhancer
Artificial intelligence should be used for routine tasks so that marketers have more time for creative and strategic work:
- Routines: Proofreading, grammar checking, and content translation.
- Analysis: Keyword ideation, identifying trends from large data sets.
- Drafting: Creating rough drafts or outlines.
A word of caution: Avoid the “copy-paste” mentality. Every text or draft created by AI should always undergo critical human review and editing to add the company’s own voice and expertise.
Fact-checking and transparency
AI hallucinations, or the production of false information, pose a significant risk to companies. Emphasize the importance of fact-checking and sourcing information. Ensure that all content is 100% accurate and based on reliable sources.
In addition, marketers should consider transparency. If content is entirely human-generated, it becomes a source of pride. If it is partly created by artificial intelligence, is it worth mentioning? Currently, sharing and highlighting content that is clearly human-generated can even be a competitive advantage
4 Focusing content strategy on the audience
Focus on smaller communities and market niches
Generic “slop” does not serve the needs of specialized fields. People seek out corners of the internet where they can have authentic conversations (e.g., Slack and Discord groups, specialized forums, closed LinkedIn groups).
Content marketing must target the precisely defined needs of these audiences. By producing highly specific, high-value content for a narrow audience, a company immediately creates a strong relationship of authenticity that artificial intelligence cannot break.
Trust and authority
In a time where AI rapidly fires out content, trust is the most valuable currency for companies.
The task of an agency such as Várri is to build a strategy for clients that demonstrates expertise, authority, and transparency. This is also strongly linked to Google’s E-E-A-T principle (Experience, Expertise, Authoritativeness, Trustworthiness).
By producing content that demonstrates your company’s experience and expertise, you ensure that your content stands out from the vague mass of slop and gets the visibility it deserves.
Take control
Don’t let fear of artificial intelligence or the death of the internet paralyze your marketing. Now is the time to shift to a strategy that focuses on people, authenticity, and profound value.
Contact us! We’ll help you create a people-focused content strategy that leverages your company’s skills and expertise in content marketing.
