Roger Edwards: Why ditch AI slop to stand out

Marketing exists to make a product stand out and convince a customer to make a purchase. Yet, companies are increasingly choosing to save money by using artificial intelligence to create promotions that look identical to everyone else’s. This approach fails to differentiate a brand and ultimately leads to fewer sales.

Edwards runs a travel YouTube channel as a side hustle. He understands that a compelling title and a striking thumbnail are necessary to stop viewers from scrolling past a video. Recently, a company approached him offering to increase his click-through rates by creating effective thumbnails that “pop.” Edwards was wary, so he asked for a free sample to evaluate the work.

The result was disappointing. The image featured a poor, cartoonish version of his face that did not resemble a real photo. The background was cluttered with elements competing for attention, and the text was heavy. The typeface was a generic font found across countless other YouTube thumbnails and social media platforms. The sample was “AI slop” that would make the video blend in rather than stand out. Edwards declined a substantial monthly fee for this generic, mediocre imagery.

A few days later, Edwards saw an advertisement from a well-known fast-food chain. It looked exactly like the generic thumbnails he had rejected, only larger. It featured the same cartoony human faces, the same clutter, and the same typeface. The advertisement stood out only because it was so obviously bad.

The reliance on generic AI shortcuts in marketing might send an unintended signal to prospective clients.

Protection insurance is a difficult product to sell. It requires people to spend hard-earned money every month to cover scenarios they prefer not to think about. To build a connection, a firm needs trust, authenticity, and empathy. Yet, companies are increasingly using generic AI-generated graphics of cartoonish families on flawless sofas with lifeless copy. This approach loses the human connection.

If the messaging feels cheap, automated, or distant, why should a customer trust that provider to handle a delicate claim when life goes wrong? People buy protection from people. They connect with real stories, genuine emotion, and authentic human faces.

When an adviser posts a real photo, shares a genuine client story, or records a brief video explaining a complex policy in plain English, it cuts through the digital noise. A glossy, artificial image of a fake doctor holding a clipboard creates a barrier, turning a personal product into corporate wallpaper. If some marketers are happy to save a few pennies creating generic content that gets ignored, the real winners will be those who spend a few more pennies creating authentic assets that actually stand out.

In a world increasingly filled with automated noise, real people are a competitive advantage. Instead of relying on a prompt to churn out another generic social-media post, businesses should invest in a proper photographer. They should take real photos of their team and share actual client case studies. This investment in genuine human creativity is necessary to tell stories that evoke real emotion.

Worryingly, the current setting of automated marketing is shifting toward a future where the human element is entirely replaced by algorithms. This trend creates a significant risk for brands that prioritize efficiency over connection. As automation tools become more sophisticated, the gap between a generic template and a tailored message narrows, making it harder for consumers to distinguish between genuine care and a scripted interaction.

The erosion of human touch in advertising is particularly alarming for sensitive industries. In sectors like social care, where the stakes involve personal well-being and security, a robotic interface can feel deeply inappropriate. The lack of genuine interaction may alienate potential clients who require reassurance and empathy. Consumers are becoming more discerning, capable of detecting the synthetic nature of these interactions, and are likely to respond negatively to brands that do not make an effort to present a human face.