In the two years since ChatGPT’s public release, generative AI has cycled through distinct seasons of public perception and adoption. What began with intrigue and mystique quickly shifted to fear and doom, eventually evolving into today’s widespread acceptance and usage. Now we find ourselves navigating AI’s internet clutter — the stream of buzzy AI headlines, and brainrot incessantly appearing in our feeds.
AI slop– synthetic, spam content that lack any sort of human touch– is flooding the internet. Of course, AI-powered algorithms incentivize and prioritize this artificial slop. It’s no mystery why studies predict that by 2026, 90% of online content will be “synthetic” — platforms reward AI-generated content.
As this new hyper-personalized AI season approaches, we’re already seeing platforms like Meta release AI-generated posts, while Apple Intelligence tailors our everyday phone behaviors. This combination of similar AI content and expected personalization means only one thing: human creativity is the real advantage. Like we’ve grown tired of the same repurposed TikTok sounds, we’ll soon tire of AI’s repackaged and overused ideas.
Original storytelling and creativity will always offer lasting resonance over fleeting trends. What follows are three principles to navigate AI’s changing seasons, all powered by our human creativity.
GET YOUR AUDIENCE INVOLVED
What we have over AI: The ability to bring people into the story.
Consumers are no longer passive. They are dedicated, engaged fans of people and brands, actively shaping communities and conversations, even products.
This two-way user phenomenon will only get stronger with technological advancements like AI. In-app AI creator tools — like Instagram and Canva’s recent AI platform features — democratize content idea creation. It’s in a brand’s best interest to recognize their superfans and give them the space to co-create.
Fandoms were some of the first to adopt and embrace AI tools for their creation expression. Last year it was Nicki Minaj’s Gag City and the Barbie movie’s Selfie Generator that took over the internet, and now brands are learning from fandoms. Google Pixel recently launched their Best Phones Forever campaign, encouraging fans to suggest travel destinations in their Instagram comment section. Using AI tools to spotlight each fan, their team created real-time personalized video responses.
Our team at Day One Agency recently gave Knee-High superfans the spotlight in the re-release of Converse’s beloved shoes. The brand’s comment section was already filled with consumers repeatedly asking for the return of the discontinued sneakers, leading to a clear decision for the Converse team: bring them back. To honor these fans, we created content that celebrated individual user comments, making our fan community feel heard and seen.
PUT THE ‘PERSONAL’ INTO PERSONALIZATION
What we have over AI: Making organic connections.
We’re seeing a shift where platforms are rushing to automate social interactions, stripping the social out of social media.
The push to overload platforms with AI interactions, like Meta’s failed celebrity chatbots or AI influencers’ unrealistic beauty standards, highlights that people crave organic interactions with creators and real individuals.
AI is a tool for streamlining the retail and purchase experience, not for building connections with automated responses. According to Adobe Research, 44% of U.S. consumers admit that retail Al isn’t as helpful as it could be. It’s time to refocus our efforts on where AI is actually helpful — in the purchase experience — without sacrificing genuine relationship building.
DON’T LET LAZINESS WIN
What we have over AI: Thinking beyond the obvious, connecting disparate ideas and experiences.
A quick fix isn’t the best fix. What makes our life experiences rich and interesting are the unique connections we draw, the blending of niche references, and universal human truths — things technology can’t grasp. While AI can make our work more efficient, we should never allow AI to take the driver’s seat.
This technology takes practice and should be approached with curiosity and collaboration.
AI chatbots are great for gutchecks– a quick way to explore what’s been done before, brainstorm initial ideas, and support the early stages of ideation. At Day One Agency, we meet monthly to share insights and real-world use-cases for AI. We’ve found that generative AI tools are especially useful at the start – helping visualize the spark of a creative idea.
AI doesn’t have emotional depth, so its storytelling will always fall flat. It’s our original experiences, ability to resonate with empathy, and our curiosity to ask the right questions that make storytelling our real superpower.
Josh Rosenberg is co-founder and CEO of Day One Agency. Rosenberg is a communications strategist and digital me-dia authority with extensive experience shaping marketing communications programs for some of the world’s leading brands, including American Express, Chipotle Mexican Grill, Facebook, Nike, Comcast, Abercrombie & Fitch, Motorola and Ferrara. He is a member of the USC Center for PR board of advisers.