Brands look to experiential marketing as antidote to AI slop, digital fatigue

"The low-effort, mass produced, AI-generated content, known as AI slop, has entered the cultural zeitgeist as of late, likely fueling fatigue. In fact, 21-33% of YouTube's feed may consist of AI slop or brain rot videos, defined as "compulsive, nonsensical, low-quality video content," according to video creation platform Kapwing. Of Gen Z adults, 81% said they wish they could disconnect from digital devices, according to a recent white paper from The Harris Poll, presented by Quad."

"It's getting more difficult for brands to stand out online thanks to an algorithmic-induced fragmented digital landscape. Plus, the rise of so-called AI slop hasn't helped. But brands like Zoom and Duolingo are retooling their marketing strategies to prioritize things like influencers and IRL events as a potential antidote. Already, the internet is saturated with content from brands, creators and users."

"A phenomenon known as digital fatigue has been mounting, in which users start to prioritize more authentic, human-like connections, three marketers told Digiday. "If you think about the old playbook - which is, brands should behave on social like any other user, and try to participate in trends and things like that - people are blind to that now," said Noah Mallin, founder of Mallination, a marketing consultancy."

An algorithmic-induced fragmented digital landscape is making it harder for brands to stand out online. Low-effort, mass-produced AI-generated content (AI slop) is saturating feeds and fueling digital fatigue, with estimates suggesting 21–33% of YouTube's feed may consist of such content. Generative AI tools lower barriers to content production and complicate consumers' ability to discern authenticity, risking erosion of trust. Brands are shifting marketing strategies toward influencers, in-person events, and experiential touch points to foster authentic, human-like connections and amplify customer and influencer voices. Some brands also experiment with generative AI for creative campaigns while others warn it could accelerate audience disengagement.

Read at Digiday