Has AI enthusiasm peaked?

The counterargument: The value of AI-generated content

Proponents of AI-generated content rightly point out that clickbait headlines, shallow articles and recycled information are nothing new and have certainly been around since well before the GenAI era, even if AI has admittedly made it easier to scale such content. By the same token, the challenge of finding valuable information isn’t new either. But, done right, AI systems can be trained to develop distinct voices and offer fresh perspectives – as if they were individuals with their own opinions. Often, the issue lies not with the technology itself, but with poorly configured AI agents and the sheer volume of low-quality bots.

Recent blind tests show that well-crafted AI content can be indistinguishable from human writing –and sometimes even outperforms it in readability and relevance. Used wisely – as a research assistant, editor or quality assurance tool – AI can support and indeed enhance human creativity. We already have effective methods today for stripping away generic AI tone and jargon, allowing authors to focus on their original ideas while keeping content sharp and engaging.

The outlook: Humans and AI working in partnership

In many ways, the development of artificial intelligence (AI) is reminiscent of the early days of processed food, when the emphasis was on convenience and mass production. At first, the abundance of ready-made products seemed like progress. But over time, the downsides became clear, prompting a shift back to local, high-quality and transparent food sources.

A similar pattern is emerging with AI-generated content. After the initial excitement over its capabilities, people are starting to reconsider how they evaluate information. In what is sometimes referred to as the “dead internet theory”, some fear a future in which bots – indistinguishable from humans – overrun the internet and social media platforms and forums by interacting with each other and reinforcing their own content.

But this view overlooks the positive role AI can play when used responsibly. Today, AI tools are already helping media professionals and writers enhance the clarity, structure and quality of their work. Companies that preserve the human touch in their communication – while taking advantage of AI to sharpen focus and support their message – will be better positioned to earn the trust of their target audience and sustain engagement. A growing field of study, human-AI interaction (HAX) is exploring how we can build on this nexus and find smart, ethical ways forward.

Whether content is created with AI or more traditional human-centric methods, one constant is likely to remain: the human role in creating genuine, meaningful connections. It’s not about producing more content faster – but rather about creating the content that matters, resonates and adds value to the conversation.