GenAI Spend Surges, Consumer Trust Sags: Marketers Warned Over AI Slop

Marketers warned over AI slop as GenAI content surges: what to do next

Budgets are flooding into GenAI-powered creator content. Consumer patience isn't. New research from creator-first agency Billion Dollar Boy shows a widening gap between marketer optimism and audience sentiment.

Four in five marketers increased GenAI spend in the past year, yet only one in four consumers now prefer it over human content-down sharply from 2023. The risk isn't AI itself; it's low-effort output saturating feeds and eroding trust.

The numbers marketers should care about

• 79% of marketers increased GenAI spend in the last 12 months; 77% plan to divert more budget from other channels next year.
• Only 26% of consumers prefer GenAI content (down from 60% in 2023), a 44% drop in preference.
• 76% of marketers believe AI will increase total creator economy adspend next year.
• 71% of US and 52% of UK marketers invest $1m+ annually in creator marketing.
• 81% say GenAI makes creator collaborations more cost-efficient.
• 73% of marketers and 78% of creators report better performance when GenAI is integrated into the process, not used end-to-end.
• Among creators: 84% say AI reduces workload; 87% increased AI use this year; 86% plan to increase again; 85% see higher earning potential.
• Consumers still see upside: 38% believe AI can improve quality; 41% say it can improve diversity. Preference among 25-34s is higher at 40%.
• Perception split since 2023: positive disruption 31% vs negative 32%-now at parity.

Why feeds feel worse: AI slop explained

AI slop is low-effort, mass-produced content that copies trends, recycles prompts, and floods channels with sameness. It's cheap, fast, and forgettable.

Consumers aren't rejecting AI. They're rejecting lazy use of it. When AI extends a creator's craft and adds originality, performance improves. When it replaces the craft, fatigue sets in.

Principle: use AI to augment, not replace

Keep the human in the loop. Let AI accelerate ideation, rough cuts, and variations. Let humans handle voice, story, and taste.

This hybrid approach is where the performance lift shows up. End-to-end automation is where quality drops and feeds feel spammy.

Playbook to avoid AI slop

• Set a "quality bar" checklist: originality, usefulness, specificity, and brand voice. If it fails any box, it doesn't ship.
• Ban generic prompts. Use brand voice guides, audience insights, and concrete references in every brief.
• Enforce human edit passes: concept → AI draft → human rewrite → creator polish → legal/brand check.
• Limit repetition: cap re-used prompts, templates, hooks, visuals, and stock assets per month.
• Require source transparency for facts, data, and visuals. Keep a references note per asset.
• Label synthetic media clearly where required. Hidden AI erodes trust faster than bad creative.
• Vary formats intentionally: short, long, carousels, motion, POV, live. Algorithmic sameness is the enemy.
• Use novelty scoring: rate each asset 1-5 for "seen-this-before." Aim for 4-5 weekly, not daily.
• Pair creators with editors/strategists trained on AI tooling and brand voice guardrails.
• Pilot small, scale winners. If quality slips at scale, slow down and fix the workflow first.

Budget guardrails for 2025

• Set a ceiling for GenAI content share of voice. Protect a core budget for human-led flagship pieces that anchor the brand.
• Buy quality time, not just quantity: cost per quality minute viewed, saves, shares, and positive comments tracked over 28-90 days.
• Fund "originals" with creators (series, formats, worlds) where AI assists production, not the idea.
• Pay for craftsmanship: reward creators for scripts, voice, and community depth-not just volume.
• Keep a 10-20% exploration fund for new AI tools and creative tests, with clear kill criteria.

Measurement that actually predicts brand lift

• Run human-only vs human+AI holdouts by format and creator tier.
• Track fatigue early: topic and template decay curves, not just CPM/CPA.
• Score sentiment beyond emojis: look for specificity in comments and saves tied to content utility.
• Attribute to series, not single posts. Consistency builds trust; one-off AI tricks don't.
• Review creative audits monthly: 10 best, 10 worst, 10 mid. Document what to repeat and what to retire.

Governance and compliance

• Update disclosure policies for synthetic media, endorsements, and affiliate ties. See the FTC Endorsement Guides.
• Secure rights: models, voices, music, training data, and AI outputs. Avoid unlicensed datasets.
• Add a deepfake check for faces and voices. Keep audit trails for prompts and edits.
• Standardize labeling language consumers actually understand. Consistency builds credibility.

What this means for your 2025 plan

AI can scale production and improve performance-when paired with human taste and clear guardrails. Scale without standards invites backlash.

Shift from "more posts" to "more memorable." Build durable formats, empower strong creators, and use AI to speed craft, not replace it.

Level up your team

If your team needs structured upskilling on AI for marketing workflows, see our AI Certification for Marketing Specialists and our prompt engineering resources.

Bottom line

Consumers aren't anti-AI. They're anti-slop. Keep the human core, use AI with intent, and make quality your unfair advantage.