• by Abbey Tingle , 71 minutes ago

In our quest to make anything and everything AI-first, we’ve lost the plot. And, we’re losing our customers.

Here’s how we got here:

People Love AI -- But They Hate It Even More

Nearly a third of Americans interact with AI more than once a day, a 40% increase from 2024, according to Pew Research.

Although people use AI more, their hatred for it is also growing. 

Half of Americans worry about how AI impacts our creativity and connectivity, and are directing their disdain toward creatives who use it, no longer just pointing their pitchforks at AI execs, also according to Pew and Columbia University research.  With costs and inflation rising, they’re more deliberate with every dollar they spend -- and in turn, more wary of the tactics businesses use to drive purchases.  

Terms like shrinkflation and enshittification have expanded beyond the lexicon of tech bros and entered the mainstream.

People are criticizing companies for deceptive marketing practices, such as targeted pricing, points devaluation, and complex loyalty programs that harvest customer data for a meager discount.

The Case for Humanity 

AI usage and fatigue are growing, and consumers are more skeptical of brands. The inevitable result? Disillusioned customers, who are not loyal customers.

Brand loyalty is at a crossroads. Marketers shouldn’t “lean more into AI” or employ buzzwordy tactics floating around on LinkedIn. In the age of AI slop, and with brands squeezing any and all profit from their customers, we must tap into our greatest asset: our humanity.

What does that look like?

Advocate for things people actually want. Marketers, you’re human, too. You’ve neglected your humanity for whatever tactic AI has promised will turn one purchase into two. Take off the marketer hat and use your napkin math to decide whether a deal is too good to be true.

Hershey responded to enshittification claims by announcing a return to its original Reese’s recipes using real chocolate. Try not to let your brand get to this point. Listen to your customers; it will pay off.

Keep your creative weird. Although AI-generated content might seem more efficient, it isn’t working for customers and algorithms alike. People respond better to creative made by actual people!

Le Creuset and Aerie are distinguishing themselves by not using AI in their campaigns, and getting praise as a result.

With AI slop backlash rising, brands may soon find ways to charge customers a premium for not using AI. Don’t go down this path –it’s shrinkflation/enshittification in sheep’s clothing.

Personalization should improve the actual experience. We have more data than ever to better understand our customers and deliver a great experience. But personalization for the sole purpose of profit isn’t personal at all. Consumers know when they’re not getting a fair shake -- and now they’re willing to walk away and never look back.

As marketers, we should be consumer experts. Consumers are real people making countless decisions about how to spend their money. It’s on us to be good stewards of their money, time, and experience.

Sometimes, the best solution is the simplest one.