After an oversaturation of AI-generated content, creators’ authenticity and ‘messiness’ are in high demand

If 2025 was the year AI-generated content flooded social media platforms, 2026 will be the year both brands and creators truly reckon with it.

With AI-generated content so easy to make, it’s crunch time for brands, creators, and platforms. Particularly given a deepening desire among consumers for something only humans can provide: authenticity. As influencer marketing agency Billion Dollar Boy reports, only 26% of consumers prefer generative AI creator content to traditional creator content, and that’s down from 60% in 2023.

For platforms, defining authenticity will be a unique challenge, as will deciding whether to create clear guidelines around the posting and identification of AI-generated content.

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