Earlier today, I stumbled upon a Reddit thread where people were shaming beauty brands for using AI in their content. I was surprised by how strongly people felt about it — it made me reflect on how much trust we place in the idea of “genuine” creativity.

Just a few hours later, Sora, a new AI video generation tool, was launched publicly. Watching the announcement, I couldn’t help but think about the rapid pace of AI advancements and how they might reshape our perception of authenticity. As AI tools become more advanced and accessible, we could reach a point where people question the authenticity of everything they see.

The Quest for Genuine Experiences

In response, I think humans will begin craving more genuine, tangible experiences. We might see a resurgence of people stepping away from social media (as it’s already the case), shooting with analog cameras, or using Polaroids to capture memories. These tools offer a sense of authenticity that feels impossible to replicate with AI.

Imagine a future where the default assumption is that content is AI-generated. Brands and companies may need to go to great lengths to prove that their content was created by humans — perhaps using blockchain or similar technologies to verify the creative process.

A Tale of Two Weddings

To bring this to life, consider the example of a wedding. One couple might prioritize authenticity, hiring a wedding photographer who shoots on analog 18mm film. They could develop the negatives, cherishing the tangible and deliberate process behind capturing their special day.

Meanwhile, another couple might be less concerned with the authenticity of the process. They might simply ask a friend with an iPhone to snap a few photos and then use an AI tool to enhance them.

At the end of the day, both couples will likely end up with beautiful wedding photos. But the journey to create those memories will be vastly different. One rooted in a sense of tradition and craftsmanship, the other in efficiency and modern technology.

The Two Sides of the AI Divide

This example highlights a broader divide in how humanity might adapt to AI’s role in creativity. Some will embrace AI as a tool for efficiency, enhancing and streamlining processes. Others will push back, doubling down on human-made authenticity and rejecting AI’s involvement in creating meaningful experiences.

For brands, this divide will present unique challenges. How do you appeal to those who value authenticity while still leveraging the undeniable benefits of AI? How do you build trust in a world where skepticism of AI-generated content grows?

Looking Ahead

As tools like Sora become more commonplace, the balance between AI efficiency and human originality will shape how we create, consume, and value content.

What do you think? Will we see a growing divide between AI adopters and those seeking genuine experiences, or will the two find a way to coexist?

Thanks,
Matija