Authenticity and Craft: The Human-First Marketing Opportunity in the AI Era

Key Quotes

"I think we have gone through the kind of growth and scale phase of AI slop. These eight-second clips that are pretty out there. I was a big fan of old sitcoms, and there was a classic sitcom called Monty Python. I was a big Monty Python fan, very on-brand for you. If you ever watched an episode of Monty Python, you're like, "Wow, this is a pretty crazy type of comedy, lots of random things stitched together in bizarre ways." That is a lot of what you see AI tools and AI slop being created by the non-craftspeople, right?"

Kipp Bodnar explains that the current trend of AI-generated content, often referred to as "AI slop," resembles the chaotic and random nature of Monty Python comedy. Bodnar suggests that this type of content is typically produced by individuals lacking deep craft or expertise, who are simply stitching together disparate elements without a cohesive vision. This observation highlights a distinction between AI-assisted creation and true artistic or technical mastery.

"I think that's like an example of how you can show up in an authentic way. So AI could still help you craft the ad, AI could still help you build some of the assets, but how you show up on the internet in an authentic way within your marketing content is going to be like very human-led and will have to stand the test of time."

Kieran Flanagan uses the Patagonia "Don't Buy This Jacket" campaign as an example of authentic marketing. Flanagan argues that while AI can assist in creating marketing materials, the core message and presentation must be human-led to resonate and endure. This illustrates that authenticity in marketing stems from genuine values and a human connection, which AI can support but not originate.

"I think the reaction we're getting from AI slop is like, 'Nobody thought about that, nobody thought about that, nobody thought about it,' and it's just like they clicked some buttons, they hit send, and they moved on. I think we're kind of railing against that on the show today. That is a surefire recipe to fail."

Kipp Bodnar criticizes AI-generated content that lacks depth and thoughtful consideration, labeling it "AI slop." Bodnar asserts that this type of content, characterized by a lack of human thought and a rushed production process, is ultimately destined to fail. This highlights the importance of intentionality and deep thinking in content creation, even when using AI tools.

"I think tastemakers are going to be the people who truly win in their markets, marketers who are true tastemakers, and AI is a tool to do that, but it is not an outsource avenue to actually offload that craft to."

Kieran Flanagan posits that "tastemakers" will be the ultimate winners in the market, emphasizing that AI is a tool to support this role, not replace the fundamental craft. Flanagan argues that true mastery and influence come from within, requiring dedication to learning and executing one's craft. This perspective suggests that AI's utility lies in augmenting human expertise, not in substituting it.

"If you learn over the course of days, weeks, months how to do something, how to craft a message better, how to tell a story better, how to make a better video, then you are going to be exponentially more successful, and I think that is what Equinox is trying to talk about with that."

Kipp Bodnar advocates for a learning-focused approach to AI, suggesting that true success comes from dedicating time to mastering skills rather than merely using AI to "do" tasks. Bodnar believes that compounding learning over time leads to exponential success, a principle he connects to the message conveyed by the Equinox ad. This emphasizes the value of deep skill development facilitated by AI.