Navigating the Use of AI in Marketing

August 7, 2026

When you open almost any social media platform today, you’ll likely come across AI-generated captions, uninspiring generic graphics, and videos that blur the line between reality and fiction. The internet has even coined a term for this growing wave of low-quality content: “AI slop.”

When AI first emerged, it felt exciting and fresh. It gave businesses and creators new ways to work more efficiently, produce ideas, and speed up content creation. It still does. But as AI became more accessible, many brands began relying on it as a replacement for creativity instead of a tool to enhance it.

The result? Marketing that feels lifeless. Creativity has diminished, along with personality and human connection.

As marketers, we can usually spot AI-generated content within seconds. It’s not because AI is inherently bad; it’s because too many businesses publish the first thing it produces. The content lacks personality, strategic thinking, and the authentic voice that makes a brand unique. 

Consumers are noticing, too.

Recent backlash over AI-generated restaurant menus, event flyers, and advertisements reflects a larger shift in consumer expectations. People want authenticity. They want to connect with real brands, real stories, and real people, not content that feels automated, impersonal, and lazy.

This isn’t an argument against AI. At Crescere Digital, we use AI daily.

The difference is how we use it.

AI helps us brainstorm ideas, improve efficiency, analyze information, and streamline workflows. It supports our team—it doesn’t replace it. Strategy, creative direction, brand positioning, audience insights, and relationship-building still require human expertise.

AI is a tool.

It is not a marketing strategy. It is not a replacement for creative thinking. It is not a substitute for experience, collaboration, or understanding the nuances that make every brand unique.

The brands that will succeed in the AI era won’t be the ones that use AI the most. They’ll be the ones that know when to rely on technology and when to rely on people. How are you using AI to support your business while keeping your brand authentic?