In the era of synthetic social, where AI slop has flooded timelines, brand marketers and agency execs have largely shrugged off concerns. The low-effort, mass produced, AI-generated content, known as AI slop, could have ripple effects on the marketing industry — misinformation, brand copyright, IP and social media saturation. Still, marketers seem unfazed, according to four brand marketers and agency execs Digiday spoke with for this piece.
“AI or otherwise, the key is to make content that audiences gravitate to,” said Haley Schluter, head of North America for Buttermilk influencer agency, in an email to Digiday, later adding, “It’s only when laziness is the driving force that brands risk losing engagement and consumer trust.”
The rise of AI generated content has been notable. Thanks to Sora, OpenAI’s text-to-video app, the lines between human and machine-made content are blurrier than ever. The app allows users to create cameos, in which they can bring themselves and friends into a Sora video. OpenAI has said users can revoke access or remove any video that includes their likeness. But already, the video generator has sparked conversations around copyright infringement and fair use.
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