In a recent and telling move, Spotify removed approximately 75 million AI-generated songs from its platform. That number is staggering, representing a significant portion of the total catalog (currently hovering around 100 million tracks). These weren’t songs experimenting with a new genre or a type of positive innovation. Rather, these were songs that were created by AI to try to game the system and create revenue from little work and no real value. It’s not unique to Spotify, but they have taken a huge step forward in identifying and trying to remedy noise and manipulation via AI.
This is a trend that is affecting nearly every corner of the internet. Social media feeds, blogs, websites, and even search engines are increasingly saturated with AI-generated material. This isn’t written with an end user in mind or any attempt to provide value. It’s an attempt to game the system and try to capitalize on an emerging trend. The result is a digital landscape where meaningful content is harder to find, and the burden on users to filter through noise is growing exponentially.
The Rise of Digital Clutter
AI tools have made it easier than ever to produce content at scale. When there is little effort needed, and significant results possible, individuals will try to game the system and take a short-term win over long-term goals.
Platforms are now forced to grapple with the consequences. More specifically, as garbage content floods search engines, social media, music platforms and even AI query results (everything from Google Search to ChatGPT) audiences are becoming fatigued by repetition, frustrated with fluff, and fooled by content that is just flat out wrong (both intentionally and unintentionally). The problem isn’t just volume, it’s the substance (or lack thereof) itself. This is the new challenge for creators, marketers, and strategists: standing out in a world where sameness is the default.
If you are old enough to remember the early days of the internet, people realized they could exploit search engines. You had content like “If you’re looking for an NJ plumber, our NJ plumbers are the best plumbers in NJ.” People found that they can gain the algorithm and get results. It’s the same thing people are doing now in the early stages of AI. And it may work temporarily, but won’t be a strong play in the long run.
Why Original Insights Matter
When the white noise is flowing, originality is key. First, you need original content to stand out. If all content is the same, it generally gets ignored – both by individuals who need the content and ultimately by the AI engines who are scraping/sourcing the content. Audiences are also increasingly in need content that reflects real experience, unique perspective, and thoughtful analysis as opposed to systematic phrasing. They want to hear from people who’ve done the work, and have a unique perspective worth sharing.
AI can assist with formatting, summarizing, and ideation, but it can’t replace the value of human insight. It just doesn’t understand the actual information to be able to provide unique thought (at least not yet). It’s great at synthesizing data and putting concepts together in a way that makes sense, but not for true idea generation. Humans still have a massive leg up on machines in this regard.
For businesses, this means investing in thought leadership that reflects your actual expertise. For creators, it means sharing the lessons behind the work, not just the output. For strategists, it means resisting the temptation to outsource thinking to machines.
Automating Processes can Be Helpful. Automating Content – Not so Much
It’s easy to fall into the trap of automation. AI tools make things easy and in many cases effortless. But when everyone uses the same shortcuts, the result is a race to the middle and breeds the same results. Everyone looks the same and nobody wins.
This doesn’t mean abandoning AI entirely. It means using it differently in a strategic way. Rather than creating content, it can generate some ideas, help you brainstorm, bring clarity, and provide significant amounts of research in seconds. You can even use it to help create processes or as a sounding board to think through different information and angles. That can be incredibly useful (just check those sources!). Cut and paste isn’t a great AI strategy, but synthesizing information with well-crafted prompts is!
Cover Bands Don’t Change the World
There’s a simple truth that applies across industries: cover bands don’t change the world. They replicate. They entertain. They don’t innovate.
If your blog post essentially repeats what’s already online, it won’t make an impact. If your strategy deck consists of the the same frameworks and concepts that everyone else is using, it won’t move the needle. If your brand voice is indistinguishable from your competitors, it won’t be remembered.
Changing the game requires original thinking. It requires taking risks, sharing real stories, and offering perspectives that challenge the norm. It requires being the source instead of the echo.
As platforms tighten their standards and audiences raise their expectations, creating something original is going to be incredibly important. Share what you know. Say what others won’t. Build content that reflects your values, your expertise, and your experience.
AI will continue to evolve, and its role in content creation will grow. The creators who thrive will be those who use it as a tool and not a crutch. They’ll be the ones who bring something new to the table, not just remix what’s already there.
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