Buckle up for the wild ‘AI content’ ride

The signs are that AI-generated content of all types will explode in 2024. The chart below is just an indication (based on fake and possibly AI-generated reviews on Trip Advisor), but Amazon last year already had to limit the amount of self-published books an author could release - to 3 per day.

Yes - you heard right, 3 books per day - which means some people were releasing a lot more than that until the limit hit.

Given that AI struggles to detect AI-generated content, we will need a different solution to ensure we're not drowning in fake news, reviews and machine-generated books, articles, music, youtube content and podcasts.

Obviously fake is in a different category than bad, but I suspect the solution to both types will still be generative AI - not to weed out fake content - but to curate and prioritise content that it judges to be the most relevant and valuable for us (and hopefully at the same time the most authentic).

There is going to be a race to define, conceptualise, test and roll out personalisable 'AI curators', into platforms everywhere from LinkedIn to TripAdvisor. (And maybe eventually even standalone AI-curating apps/GPTs/plug-ins, who knows, but I suspect whole ecosystems will shift as this trend takes hold.)

Content was already being generated at such a pace that no-one born after 2000 would ever be able to watch every great film, listen to every great piece of music or read every great book - and that was long before generative AI landed on our mobiles and desktops.

Content will soon hit 'plague proportions' - so if AI doesn't provide a solution, we will be in trouble. Even the volume of advertising will no doubt explode as clients and agencies learn to harness generative AI, to simultaneously speed up the pace and bring down the cost of campaign development.

From an SEO and platform perspective, 'beating the LLM' will become the new 'gaming the algorithm'.

I have already contacted business partners after finding them via Chat GPT - but do we understand how to optimise our B2B websites for LLM discoverability and recommendation? What happens when LLMs completely hallucinate about what our business offers, our clients and achievements (and I have actually seen this happen already in 2023).

It's all part of the journey. Unless it isn't - and maybe generative AI won't really take off - which some people seem to believe. But I think we've gone way past that point, despite the many and deep imperfections that working with it entails today.

So I'm buckling up for the bumpy, wild ride ahead!