The news: AI slop is degrading users’ digital experiences and their trust in what they see online, adding value to authenticity and high-quality creative.

• Almost one-half (48%) of US adults say the rise of AI-generated content online has made them feel less sure about what’s real online, per an Incogni survey.
• 40% are bothered by the lack of accountability for creators who distribute AI slop.
• About one-quarter (27%) want to spend less time online due to the prevalence of low-quality, AI-generated posts.

What this means: If AI slop makes people question authenticity, or if digital fatigue causes them to disengage from online environments entirely, it can reduce the value of the content and experiences that brands are using AI to generate.

This means authenticity will become more valuable as synthetic content proliferates on platforms—85% of US and UK consumers would be willing to pay more for brands they see as authentic, per Emplifi.

Strong brand voice, recognizable creators in campaigns, original audience research, real customer experiences, and other hard-to-copy signals can become key advantages when consumers are questioning where content came from.

Recommendations for marketers: Pay closer attention to where ads appear, what surrounds them, and whether those environments retain consumer trust.

• Focus on promoting trusted signals like customer reviews, real product photos, unique brand voice, and even employee spotlights to capture user attention and stand out online.
• Apply AI in an intentional and measured way, being careful to avoid a fully AI-generated social presence or overusing the technology’s ability to scale content creation and having a spammy presence.

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