By Pierre Mare
I have been watching a lot of AI slop on Facebook. AI slop is throw-away content, usually but not always generated by AI.
It is designed for monetization of views. Aside from the standard slop, my algorithm feeds me baby monkeys, fake celebrity deaths, Trump vitriol and get-rich-quick schemes. None of it is relevant to me, just generic content to keep me for a second or two.
The recent surge in AI-generated content has changed the way information is produced and consumed. Blogs, articles, videos, and imagery are now being created at unprecedented rates by machines trained to mimic human creativity.
The result is a flood of generic, interchangeable content that many users are beginning to recognize and reject. This trend, often referred to as AI slop, represents a growing concern for consumers and creators alike.
The interesting thing is that this visual equivalent of junk food is drowning out brand and marketing content, and that is a threat to commercial outcomes.
With understanding of the market and a healthy approach to search, the dominance of AI slop can be countered and branding can become productive again. Not a problem.
Understanding the market is key to all of this. What needs to be understood is that AI slop is entertainment, if very light stuff. A person who adopts the brand, on the other hand, is seeking a solution to a problem, not entertainment.
This problem will be understood through two mechanisms. The first will be the differential matrix and positioning statement. That will identify the target market, motivations and competitors. The second mechanism is the customer journey. The customer journey is the complete experience a customer has with a brand, from awareness and consideration to purchase and loyalty.
The customer journey, differentiation matrix, and positioning statement are all strategic marketing tools, and while they serve different purposes, they are interconnected.
The customer journey helps identify when and where to deliver the messages crafted in the positioning statement. The differentiation matrix informs what elements to emphasize in the positioning and where along the journey they’ll have the most impact.
The combination of the journey and matrix give very precise control of the customer, and where, when, why and how to reach her or him. That is the basis for search and relevant reach.
Relevance is important. If someone is looking to buy a car, don’t advertise groceries to that person. This may seem obvious but in the current lazy search environment it is not a foregone conclusion.
Ensure that metadata is correct and clearly identifies the market in the context of the channel. Although Google is the go-to, you need to build in local search metadata, as well as specific metadata by channel. You are unlikely to be competing in global spheres.
The second form of relevance will be emotional relevance. Show how the brand has actually supported the customer journeys of real people, Be as authentic as possible.
This approach is not without its challenges. It means producing less but delivering more. It means resisting trends that prioritize algorithmic visibility over meaningful connection.
But the brand succeeds when the payoff is clear. Audiences are increasingly seeking out trusted voices in a sea of sameness. They are hungry for insight, nuance, and content that reflects real thinking.
By putting people first and machines second, the brand is building credibility that lasts and sales will follow.
*Pierre Mare has contributed to development of several of Namibia’s most successful brands. He believes that analytic management techniques beat unreasoned inspiration any day. He is a fearless adventurer who once made Christmas dinner for a Moslem, a Catholic and a Jew. Reach him at pierre.june21@gmail.com if you need help.
