TL;DR:
- The Problem: The internet is drowning in “AI Slop”—generic, polite, hallucinated content.
- The Opportunity: Google and users are desperate for the one thing AI can’t generate: First-Hand Experience.
- The Strategy: Lean into the extra “E” in E-E-A-T (Experience). If you haven’t physically done it, don’t write about it.
- The Fix: Use “I” statements, imperfect photos, and contrarian opinions.
- The Rule: If an AI could have written your article without leaving the server room, you need to rewrite it.
Let’s be honest about what’s happening to your news feed. It’s drowning in what the industry calls “AI Slop.” I like the term plain old nonsense.
Let’s be honest about what’s happening to your news feed. It’s drowning in what the industry calls “AI Slop.” I like the term plain old nonsense.
You know the look. It’s perfectly grammatically correct, vaguely polite, completely devoid of personality, and says absolutely nothing of value. It’s the digital equivalent of a rice cake or the color beige.
As business owners and marketers, we used to compete against other humans. Now, we are competing against a machine that can publish 10,000 articles an hour without needing a coffee break.
If you try to beat the robot at volume, you will lose. If you try to beat the robot at “perfect grammar,” you will lose.
So, how do you win? You double down on the one thing the algorithm can’t fake: Being a human being who has actually done the work.
Meet the Extra “E”: Experience
Google uses a framework called E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) to decide if content is worth ranking.
For years, we focused on Expertise (credentials) and Authority (backlinks). But in 2025, the most important letter is that first E: Experience.
Here is the difference:
- Expertise (AI can fake this): “Here is the textbook definition of a marketing funnel.”
- Experience (AI cannot fake this): “Here is exactly how I felt when my marketing funnel broke on Black Friday and we lost $50k in an hour.”
AI has never run a payroll. It has never had a client scream at it. It has never trained a horse (opinionated mares or otherwise). It has never fixed a tech stack that was held together by duct tape and prayers.
You have. That is your moat.
How to “De-Robot” Your Content
If you want to survive the Answer Engine revolution, you need to make your content distinctively human. Here is the system:
1. Use “I” and “We” aggressively. Stop writing in the passive voice. “It is recommended that…” is dead. Replace it with “In our testing, we found that…” or “I recommend this because…”
- Litmus Test: If you remove the author’s name from the post, does it still sound like you? If not, rewrite it.
2. Show your work (literally). Stock photos are the enemy. They scream “generic.” I would rather see a grainy, dark photo of your whiteboard session or a screenshot of your messy dashboard than a polished image of “business people shaking hands.” Real photos prove you were there.
3. Have an opinion. AI is designed to be neutral. It tries to please everyone. Humans have opinions. We take sides. We say, “This popular software is actually garbage, and here is why.” Don’t be afraid to be polarizing. Polarization proves you aren’t a chatbot.
The New Standard
Here is my challenge to you for your next piece of content:
Read it through and ask yourself, “Could ChatGPT have written this?”
If the answer is yes, delete it. It’s harsh, but it’s true. The world doesn’t need another generic summary. We need your war stories, your specific insights, and your human perspective.
The robots are great at gathering data. But they are terrible at wisdom.
Sell the wisdom.