iHeartMedia's "Guaranteed Human" Pivot Will Make You Rich
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What does 'Guaranteed Human' mean for media companies?
Heart Media, one of the largest media companies on the planet, just rolled out a new tagline. Guaranteed human. Not better content, not more authentic, not award-winning journalism or anything like that. Guaranteed human. And according to iHeart, they have research to back it up. 90% of listeners, 90%, including people who use AI themselves every single day, said they want their media made by humans. This is the counter trend that no one's talking about. And here's the numbers that should stop every content creator, every founder, every person building a personal or business brand cold. The consumer preference for AI generated content dropped 60% in 2023, 60% to just 26% overall. That means only one quarter, one out of every four people appreciate 100% AI generated content.
That means in less than two years, the AI content gold rush, it didn't create this massive glut of abundant content. It created a valuable scarcity. It created an attention void. It created scarcity at a level that we as creators can take advantage of in a way we haven't been in decades. Now, you might already own this, like you might already understand this idea. But here's what's actually happening in the market right now. Every brand, every media company, every platform flooded the zone. YouTube, all the socials with AI content. faster, cheaper, more of it, using tools like HeyGen to create, you know, 100% AI avatars, using 11 Labs to create voiceovers that sound exactly like us. And the consumer said, quite loudly, with their attention and their wallets, no thank you.
No thank you.
Why are listeners preferring human-made content over AI?
Not because AI content is always bad or that you can't extract some level of value from it, but rather when everything looks the same, when it sounds the same, when it has that distinctive AI content look. It just hits the same predictable beats. I don't care how good of a scriptwriter you are. The human who shows up with a real point of view becomes the only thing worth paying for. Now, granted, I am reading off of a script and a set of bullet points to deliver this video to you. But inside of all this, I'm injecting my own thoughts, my own feelings. I get contextual in certain places where I find it necessary. I just use the script as a guide to make sure that the key points that I want to hit in delivering this message to you, I'm kind of on beat with.
But this is me, and I make mistakes. I um and ah. Frankly, if we left some of the bloopers in, you'd hear words that would be inappropriate for the platform because I tend to stumble over the same thoughts and the same words over and over again. And maybe that's stuff we should leave in, in a guaranteed, guaranteed human kind of way. But this AI slop, it's not a content strategy. It's laziness. There's this pricing tier, this pricing tier idea that's being baked in, and I want to talk about what it actually means for you. Because most people are going to hear this data, nod along, and then go back to prompting ChatGBT to write every single word of their next LinkedIn post, you know, create some generic YouTube script for them, and push it out the door and wonder why no one engages.
ones that actually act on this idea, this guaranteed human idea, they're going to be the ones that set themselves apart because our human value, the things that make us unique, our insights, our expertise, our unique way of taking two different ideas and crossing them with each other and delivering it in a new novel and contrarian way. That is our advantage. That is a pure competitive advantage that only you have specific from everyone else who is creating content or sharing a message or building a brand or an audience in the digital space, you have an unfair advantage that is going to compound over years. That is, if you don't follow this AI slop trend that's out there, that I see a ton of even large creators falling into this trap.
In an effort to be everywhere all the time, they're losing their humanity. Now, here is the contrarian take, I guess, that you need to have in order to make one of these videos novel and for you to justify being on this channel.
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