Oh, You Didn't Know This Was AI Generated

Imagine you’re listening to a song. Smooth vocals, soulful - something about it lands with you. You add it to your playlist.

Then you find out the voice wasn’t real.

Haven’s ‘I Run’ used AI to clone what sounded like Jorja Smith’s voice - however, the voice that millions fell in love with was a deepfake.

Eventually, the track got pulled from Spotify. No royalties were paid and it was disqualified from the chats in the UK and the US.

People had different opinions. The music industry called it impersonation. The creators called it ‘cutting edge’. But the audience weren’t having it.

What’s interesting is the backlash was not about AI, it was about what people are starting to use AI for. And people are starting to clock on to what AI content looks like.

This sort of backlash is going to become more common because people aren’t declaring that they’re using AI. Which means one of two things will happen.

People will know that you’re using AI to just copy and paste content and they will stop engaging with it and probably stop following you because they think it’s lazy.

Or, you might admit that you’re using AI to write all your content and the same outcome will happen because people still think it’s lazy.

But the third way is the only way that anyone is going to have any success using AI for content.

They won’t use it to generate content. They’ll use it to help them with their thinking.

So the AI helps you think. It challenges your idea. It finds weak spots. It pushes your angles further than you might have pushed them on your own.

And that is the only version of this that works, where you’re not engaged in the race to the bottom on making content as quick as possible.