The Human Touch in an AI-Saturated World
The Human Touch in an AI-Saturated World
Background
It’s been a few years since ChatGPT and the AI wave rolled through the information superhighway. These large language models have made content creation too fast, too easy, and too perfect. Marketers and content creators are flooding social media with algorithmically tuned, artificially created content. Soon, audiences are going to be craving the human connection that AI lacks.
Challenge
Dead Internet Theory. A theory that states, the slippery slope of computer-generated content creating more computer-generated content, the internet will soon be nothing but a wasteland void of humanity, needed to:
Creating a unique voice when we have outsourced our messaging to data tables using similar probabilities to outline the next word typed.
Sales are built on knowing, liking, and trusting the messenger; people are becoming skeptical of the humanity of the message.
Brands are positioning themselves as human while leveraging the tools that provide efficiencies to compete against fully automated agencies.
Strategy
Use messaging created to own the niche of verified human content and make “humanity” a brand asset.
Key Tactics:
Create a “Made by Humans” Certification
Verified content using blockchain signatures and manual editorial review.
Hand Made: “In a world of AI, humanity is a luxury.”
Positioning AI as the fast food, compared to the gourmet of a human voice
Experiential Campaign: The Raw Feed
Live experiences where creators aren’t able to edit perfection and sameness with AI assistance, or post-production.
Viewers could interact in real-time—”ums”, mistakes, and all.
Human-generated moments
Execution
Media Outreach: Create and leverage narratives toward a negative AI bias
Influencer Partnerships: Collaborate with creators using live and analog processes — Live social media streams, podcasts.
Owned Media: Paywalled content showing the iterations behind making the final product.
Key Insight.
In an attention economy, capturing attention is going to require differentiation. When the majority of the signal is a homogenized mix of machine-created content, humanity will shine through. The rawness of human-created content will create a premium media product that will get noticed.
