When Your AI Content Tastes Like Spam

Clean, processed, and completely forgettable.

Have you heard of AI slop?

It’s what happens when a bunch of words turn into sentences and paragraphs that look well written at first. Then you stop for two seconds and realize it’s mostly filler. Words that somehow say everything and nothing at the same time.

It’s squeaky clean. The kind of content that could belong to any brand. No real point of view. No texture. No soul.

With the arrival of AI, a lot of companies started producing more content. And when the neighbour is producing more, you want to get on board too.

But when your team doesn’t have the tools, the training or the strategic thinking to use AI for actual brand content, you end up with AI slop pretty fast. Transferable content. Interchangeable content. And filling the space is not the same as earning your place in it.

After AI slop, have you heard of scaled content abuse?

Scaled content abuse is when a site produces a large volume of pages mainly to influence search rankings instead of helping people.

Google is pushing back against mass-produced content made to manipulate search results, especially when it offers no original information, no visible expertise and no real value for the reader.

Same logic with generative engines, meaning tools like ChatGPT, Perplexity, Gemini or Copilot.

These tools look for signals to decide what to trust: source authority, clarity, content structure, mentions elsewhere on the web, verifiable data and consistency across multiple sources.

Those signals help them formulate an answer to your question. Yes, AI slop can still make its way into those answers.

But the more the web fills up with synthetic content, the more valuable brands become when they bring proof, solid sources and real experience to the table.

That’s where AI slop gets interesting

It creates contrast. Use it to your advantage.

Imagine you’re looking for a cottage to rent. You scroll through 40 listings that all promise “a peaceful escape in nature,” “a warm and inviting atmosphere” and “an unforgettable stay.”

Then you land on one that says: the kitchen table comfortably seats eight, the sunset on the dock is unreal, the trail behind the house gets you to the lake in three minutes, and the Wi-Fi is strong enough if you really need to take a Zoom call on Tuesday morning.

Now you can see it. You can picture the vacation.

A real voice names details. It has flavour. Personality. It brings up images, situations, feelings.

If you can smell flavourless content from a mile away, trust me, your clients have developed that detector too.

The most valuable thing you have is your voice. The risk of blindly handing your content over to AI is not that it will write badly.

It’s that it will write empty.