AI UGC Ads Are Missing The Point

Let's revisit the appeal (and value) of an "influencer". Or rather, right now, it's the world of content creators.

The appeal of content creators and why people consume (and trust) them is human connection and relatability.

Marketers who make AI UGC ads totally miss this point. You know, AI UGC are video ads that are supposed to mimic actual user-generated content. Throw in a product and get an AI avatar to hold and talk about the product. Then run it as an ad! This gives us 4X more ROI!!

And of course, you've heard marketers boasting: "I've just fired my entire content team. Now my entire content team costs only $100. Comment sloppp to get my AI UGC ads automation..."

Please don't comment sloppp. That last line doesn't work. But you know what I mean.

Duhh, of course, it'll stop working.

Instead of asking, "Hey, why are my AI UGC ads not that effective anymore?"

Ask, "What improvements can we make so our product really helps people?"

Yes, it's possible to string a few AI tools together and create realistic-looking avatars talking about your product. The thing is, it's becoming hard to tell if a video is AI-made.

But do you actually buy a product because you watched a convincing AI influencer? People find AI fascinating. We all want to put our hands on it. But subconsciously, we don't connect with it.

I already hear the arguments... But there are AI influencers with huge followings.

Having a large audience does not make you influential

Here's how great products actually spread:

A consumer uses it and enjoys the benefit the product brings her. She tells others about it, and more people use it. More people began using the product, enjoyed the experience, and told others about it as well. The product becomes a viral product. The product itself is marketing.

There's no reason for a viewer to trust an AI influencer. Many marketers who rely on AI UGC ads are trying to manipulate potential customers into thinking the videos are real, so they get to save some money working with creators.

Let's be honest. The internet does not need more AI slop. We need people to show up genuinely, to share and contribute ideas, and to lead with authenticity.

Think of the reason social media exists in the first place. It's for humans to be social. Somehow, most of us lost the purpose. Now, it's about getting more attention and monetization at all costs. And the person who loses most at the end? The user.

As we over-digitalize, people are going to value authenticity more than ever. We want to know that something we consume is real.

Successful marketing focuses on building a remarkable product, creating meaningful content, and establishing a long-term relationship with an audience.

AI is great, but stop taking shortcuts.