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The anti-AI backlash: How brands are pivoting to trust
As AI-generated content floods the web, brands and consumers are beginning to value the “human touch” more than ever.
It is becoming increasingly difficult to avoid “slop.” This is the term used to describe low-quality, artificial intelligence-generated content that has infiltrated business presentations, social media feeds, news outlets, and even real estate listings.
The situation has become so prevalent that Merriam-Webster selected “slop” as their word of the year for 2025. They noted that, like slime or sludge, it evokes the feeling of something messy that you simply do not want to touch.
This rising tide of digital filler leads to a bold prediction: 2026 will likely be the year of “100% human” marketing.
The problem with digital “slop”
Initially, AI spam was easy to spot. It often involved bizarre images, like the infamous “Shrimp Jesus” or cartoonish cats. However, the technology has evolved rapidly.
Today, the usual signs of fake content—such as unnatural lighting or poorly rendered hands—have been smoothed over. Scrolling through TikTok has become a test of observation. Users often find themselves double-tapping a video of cute animals, only to realize later that the entire scene was computer-generated.
This creates a crisis of confidence. Even people who grew up with the internet feel duped, and nobody enjoys being fooled. This shared frustration is sparking a significant cultural backlash.
The “Guaranteed Human” movement
Major companies are already responding to this shift in consumer sentiment. For example, radio and podcasting giant iHeartMedia recently introduced a “guaranteed human” tagline. They promise listeners that they will not use AI-generated personalities or music.
Their decision was backed by data. The company found that 90% of their listeners want media created by actual humans, even if those listeners use AI tools themselves.
Bob Pittman, CEO of iHeartMedia, explained the strategy clearly: “Consumers are not just looking for convenience — they’re searching for meaning.”
Media and entertainment push back
This trend is not limited to audio. In the world of journalism and entertainment, creators are drawing a line in the sand.
- Journalism: The Tyee, an independent Canadian news site, published a strict “no-AI policy,” promising readers that their journalism will never be written by a bot.
- Hollywood: The hit Apple TV series “Pluribus” featured credits explicitly stating, “This show was made by humans.”
These moves stand in stark contrast to missteps by other organizations. For instance, the Washington Post faced heavy criticism recently for releasing a podcast bot riddled with errors.
Consumer fatigue is real
While corporate investors love AI for its potential to increase productivity, everyday users are becoming alienated.
- Pinterest: The platform, known for human curation of fashion and weddings, is facing backlash from dedicated users who feel the site is being overrun by AI images.
- Public Advertising: In New York City, subway ads for an AI wearable device called “Friend” became targets for vandalism. Commuters scrawled messages like “AI is not your friend” and “talk to a neighbor” over the posters.
Some users are taking extreme measures. One artist created a browser extension called “Slop Evader,” which filters search results to only show content created before November 2022—the release date of ChatGPT.
The value of trust in the future
Wall Street continues to praise the boundless potential of AI. However, for many consumers, the technology is starting to look less like a tool and more like a trap.
While AI can be fun for generating silly videos or planning travel, it also carries the weight of deepfakes and misinformation. As seen with xAI’s Grok during the Bondi Beach shooting, AI can rapidly amplify false narratives.
We may be reaching a tipping point. After years of digital acceleration, consumers and creatives are starting to demand authenticity. In 2026, the most premium label a product might carry is simply: “Made by human hands.”
