TL;DR Despite the fact that I actually quite enjoy the word enshittification, AI slop is seeping too far into marketing unchecked. As marketers, we must start asking better questions. Just because we can, doesn’t always mean we should — right?
71
of social media images are now likely AI generated*
I keep seeing predictions that “trust” will be the big thing for marketers in 2026.
Um…ok. Sure.
But from where I sit as truth and facts have eroded around me, trust has been the thing for a minute now. It’s been about creating content that resonates with the right people, building loyalty through consistency, and trying to move in alignment with your brand’s values.
Three cheers for all of it. If you’ve been here, you know I’m all about this.
But as we stare down the current moment — in which chaos is the new normal, there has to be more to it. What does building trust look, feel, and act like in 2026? We have to go deeper.
It’s so easy to get caught up in:
- I made my dog walk and talk!
- AI is the only way to more likes, hearts, RSVPs…
- If you’re not doing X, you won’t reach Y…
- Don’t get left behind…
83
of marketers say generative AI helps them produce more content*
60
of US companies use generative AI to remain on social 24/7*
Again, just because we can doesn’t mean we should.
There is clearly no one-size-fits-all playbook for how to tackle whatever comes next. But one thing we can, and must, do is to ask better questions.
The skyrocketing value of strategy.
Building for humans, by humans (yes, even with the help of AI) requires planning and thought whether you’re a small, nimble team or a large, well-resourced one. Now is the time to lay the groundwork for the stories you want to tell this year.
"
“In an AI-filtered landscape, the organizations that invest in credibility, recognizability, and consistent content performance will be the ones that win attention and accelerate growth.”
—Susan Thomas, CEO, 10Fold
Add these to your strategic agenda:
- What stories need to be told, shared, grieved, celebrated?
- What’s worth creating?
- How do we know?
- How do we ensure they remain human?
What if by asking different questions and being more selective — maybe even (gasp!) producing less content, we can do a better job of reaching our goals?
As always, if you need support exploring this for your business or brand, I’d love to chat. Email me here. I’d also be interested to hear your thoughts in the comments below.
And don’t forget to subscribe to Fresh Ink for quarterly brand strategy insights and more delivered to your inbox.
Thanks for reading! I hope you find some joy today.
*According to a study from SQ Magazine.