Head of Instagram Adam Mosseri said it well: “Authenticity is becoming infinitely reproducible.” And he’s not wrong
When everyone can generate flawless video content instantly, “perfect” stops meaning anything. Feeds get flooded with AI and the audience starts asking a different question
Not “is this worth my time?” but “is this even real?”
AI can create photos, videos and entire personalities that look completely real. Which means the real challenge for brands isn’t can you make the content…it’s can you make something only YOU can make?
Thats where voice, perspective, and human craft start to matter more. The brands that win won’t be the ones producing the most content. They’ll be the ones proving there are real humans behind the work.
Craft, process, and people.
If brands are going to use AI to generate video thats fine. But it has to be done with taste, not to trick people, right?
Because the word of the next few years is trust. And content should earn it, and not burn it
👇 When AI floods the internet with “perfect” content, what proof do brands have that their brand is human?
….What’s the “thing” in your work that no AI can fake, no matter how much they try?