‘10 tips to transform your business overnight.’
‘How to be more productive in just three easy steps.’
‘Top 20 cat names you won’t believe exist.’
You’ve seen these headlines, or variations of them before. Maybe this morning. Maybe yesterday, or last week. Maybe all of the above. It’s now virtually impossible to avoid these types of headlines whilst navigating the internet. AI content has flooded our feeds. Cranked out at scale to harvest traffic and clicks, it’s fast, forgettable and all starting to sound the same. And audiences have already been dismissing it, even coining the term ‘AI slop’ to deride it.
But there is still an opportunity with generative AI content. That opportunity is not to add to the noise, but to approach communications in an entirely new way: using AI, not to replace the craft of writing, but to sharpen it.
Where We’ve Been Going Wrong With AI
AI itself is not the problem. The way we’re using it is.
Too often, AI is treated like a content machine. Marketers feed it a prompt, hit generate, and hope volume makes up for quality. But audiences do not place value on simply having more content. What they respond to is better content, the kind that feels relevant, timely and worth their attention. Edelman’s research shows that 86% of B2B buyers want stories that challenge assumptions, not repeat them. And 60% say they value content that feels distinctive and well-crafted above anything else. In practice, that means laser-guided relevance: content that addresses their priorities with precision rather than volume.
Orchestration also means using AI to scale personalisation, ensuring content is not only higher in quality but also more relevant to the individuals receiving it.
The danger is that the more brands rely on fast, formulaic output, the less distinctive they become. Entire industries risk sounding interchangeable. That is not just a creative problem — it is a commercial one. If your voice is indistinguishable from competitors, your audience has no reason to remember you, let alone choose you.
That is why we need to start orchestrating AI. Instead of flooding channels with generic content, we can use AI to accelerate the production of well-crafted ideas. The story stays human. The strategy stays human. AI simply gives us the scale, speed, and flexibility to bring those ideas to life across formats and audiences.
Putting AI to Work
From research and drafting to formatting and repurposing, there is so much value AI can add to the creative process without needing to take over the creative itself. All of a sudden, creatives and marketers are free to spend more time on the human part: shaping the narrative, testing ideas, and finding the emotional hooks that audiences actually respond to. That is what orchestration gives you.
In practical terms, that might mean AI supporting desk research, offering structural outlines, suggesting variations on headlines, or adapting content for different formats and platforms. It can compress days of production work into hours, freeing human teams to push the work further. The point is not to shortcut creativity, but to remove the bottlenecks that stop great ideas from reaching the audience at speed.
When the balance is right, audiences do not see AI content or ‘slop.’ They see useful, distinctive stories that feel made for them.
Our 80/20 Vision
At Luxid, we believe the best marketing uses creativity, data and technology in equal measure. That’s why AI is now at the heart of most things we do. Our vision is that by 2030, 80% of our marketing production will be AI-assisted. The other 20%, the ideas, the strategy and the story, will stay proudly human.
That balance matters. AI helps us move faster, test more, and scale what works. But the spark, the answer to why this story, why now and why it matters, always comes from people. As one of our strategists puts it: “AI doesn’t write for me. It writes with me. The best work I’ve made this year started as a prompt and ended as a perspective.”
This is not just an aspiration. It is already happening in our work today. Campaigns that once took weeks to prepare now take days, because AI handles the groundwork while human creatives focus on craft. Teams that used to spend most of their time producing now spend more of it refining, experimenting and storytelling.
It is not about replacing craft with code. It is about reframing what is possible when the two work together.
Less Noise, More Nuance
For audiences, orchestration means less noise and more nuance. Instead of being bombarded with generic AI churn, they get content that feels distinct, useful, and worth their time.
AI’s real strength lies in helping scale personalisation. Orchestration allows marketers to tailor stories, formats and tones to different segments, ensuring messages resonate rather than blur into the background. A CFO and a product lead might encounter the same brand, but orchestration means each sees content shaped to their priorities.
And they get that quality content because the creatives are free to concentrate on being creative, on adding those all-important human touches that cut through the sameness and spark a real connection. Engaging, thought-provoking statistics and emotive conclusions that demand attention.
This approach lets marketers scale clarity, empathy, trust and personalisation, not just scale content itself.
The Luxid Approach
To Affinity and Beyond: Instead of churning out more assets, we use AI to shape better customer experiences. Think onboarding flows that adapt to tone and context, making interactions feel personal rather than robotic. Affinity comes when people feel like the content understands them.
80/20 Vision: By 2030, we see 80% of marketing production being AI-assisted. The remaining 20%, the strategy, the structure, the story, is where we’ll continue to invest the most. That’s where creativity and judgment make the biggest impact: framing a narrative to win over hidden buyers, finding the emotional core of a brand, or ensuring the voice of a campaign is unmistakably distinct. That 20% isn’t just what audiences remember, it is what makes the other 80% work harder.
Each of these approaches highlights that orchestration is not about tools, but about outcomes. The end goal is not simply to generate more, but to generate better.
The Path to Smarter Storytelling
AI doesn’t need to flood the feed. Used with intention, it delivers smarter, sharper, more human-first content
The flood of low-effort AI content is not slowing down. But standing out does not mean shouting louder, it means orchestrating smarter.
At Luxid, we believe the future of marketing is crafted, not cranked. That means putting human strategy and story at the centre of everything, and letting AI amplify the execution. Done right, AI is not the voice of your brand, it is the amplifier that makes your human voice carry further.
The opportunity is clear: embrace AI, but anchor it in empathy, clarity and craft. That is how you cut through the noise, connect with hidden buyers, and build lasting brand affinity.
And as AI evolves, orchestration will only become more important. Brands that lean on automation alone will blend into the background. Brands that blend automation with imagination will define the next chapter of storytelling.
