How to spot AI slop: Why earned media matters

By Ruby Taylor, Account Executive, Aspectus Group

AI is transforming how we create and distribute content. But it’s also flooding the internet with something less inspiring.

We’re talking about the generic, soulless, and often inaccurate content that sounds like it was written by a machine – because it was.

I was recently at World Media Group’s ‘AI and emerging tech’ panel hosted at Deutsche Bank. Fortune‘s AI Editor Jeremy Kahn, and TIME’s AI reporter Harry Booth, discussed the increasing volume of low-value, automated content flooding our feeds. However, they did emphasize businesses can cut through it with a thoughtful communications plan.

But before we get to that, let’s talk about how to keep your own output high-quality in the first place – and where the real risks lie.

What is ‘AI slop’?

‘AI slop’ is defined by Harvard Business Review as “as AI-generated work content that masquerades as good work, but lacks the substance to meaningfully advance a given task”.

This often appears most heavily in owned and borrowed channels – social feeds, blogs, newsletters, and anywhere brands feel pressure to publish constantly. It’s the kind of content that:

• Repeats the same tired phrases.
• Sounds polished but says nothing new.
• Uses buzzwords instead of real insight.
• Gets facts wrong or skips sources altogether.
• Misses a point of view or personality.

How to keep your content meaningful

AI can absolutely be a helpful tool. From checking grammar to suggesting analogies, it’s always worth keeping it in your pocket to drive efficiencies and outcomes.

To avoid diluting your owned channels with low-quality output:

• Start with a human idea. AI can’t invent lived experience or real expertise – so anchor your content in both.
• Use AI as a tool, not a voice. Let it structure, summarise, or edit – but don’t let it tell your story.
• Fact-check everything. Never assume AI gets it right first time.
• Add something only you can say. Insight, humour, emotion, or a strong take. That’s your value.
• Edit with intent. A human editor is your final defence.

This is how both owned and borrowed platforms stay engaging and credible.

Where earned media fits into the strategy

While owned and borrowed channels are essential to any modern communications mix, earned media is the layer that elevates everything else. It’s not something brands can simply buy or automate – it’s coverage in publications  earned through genuine storytelling, relationships, and relevance.

Journalists and editors act as a crucial filter. When a story is covered by a respected outlet, it carries with it the weight of editorial scrutiny and human judgment. This makes earned coverage not only more trusted by audiences but also far more durable in an age where AI slop is eroding attention and credibility.

Earned media also signals to algorithms that real people are talking about your brand. Search engines and social platforms increasingly reward credible mentions from authoritative sources, helping organisations rise above the noise of low-quality, AI-churned content. Interestingly, it also informs many AI LLMs

In essence, earned media is the antidote to AI slop: it amplifies genuine insight, strengthens reputation, and builds trust through human validation.

AI can help us write faster – but not better. Great content still needs curiosity, empathy, and perspective. Human voices win in an AI world.

At Aspectus, our teams combine deep sector expertise with creative strategy to secure meaningful media coverage that builds credibility and trust. If you want to cut through the AI noise and make your message matter, please reach out to globaltech@aspectusgroup.com or learn more about our AI communications services.

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Key takeaways

What is “AI slop”?

It’s content produced with little human input—polished but bland, heavy on buzzwords, light on insight or verifiable facts.

Why is it a problem for brands?

Because it dilutes authenticity, erodes trust and makes it harder for a brand to stand out—especially as audiences (and algorithms) seek credible human‑driven content.

How does earned media provide the antidote?

Earned media (third‑party coverage, credible mentions) carries editorial weight, signals trust to both audiences and search engines, and helps brands pierce through the sea of AI‑churned noise.

About the author

Ruby Taylor is an Account Director who has worked in our technology team for four years.