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Chapter 1: 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.
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Chapter 2: 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. Everyone told you that AI was going to make content creation obsolete, right?
So many of the articles that you saw in 22 and 23 were all about how this AI content coming out of ChatGPT and
you know the early days of claude and and at that time i think llama was still a thing right like through meta that this was going to destroy the content creation process and frankly those doomers they were half right ai has made the ability to create generic valueless content easy and obsolete It made the content that was already forgettable, right? That no one cared about.
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Chapter 3: How did the AI content flood create a scarcity of value?
iHeartMedia is changing their tagline to meet this trend. So think about what iHeart is doing. and these are not dumb people these are some of the smartest media people in the world at iheart they're not marketing their content quality they're not marketing their content production value they're not marketing their distribution or reach iheart media
one of the most sophisticated, one of the most well-heeled, some of the smartest people in the media game, particularly in the podcast and YouTube space. I know these people. I've met and talked with these people. I deal with them all the time. They're marketing the humanity of their creators as a product. That is a complete seismic shift from what you've heard the last three years.
And when a company the size of iHeartMedia makes guaranteed human, their headline, their tagline, a value proposition, that's not a trend. That's not something that we can ignore. That is a market signal that we have to consider and integrate into our own work.
And the founders, the creators, the leaders, the executives who read that signal correctly and act accordingly will capture massive upside. massive upside that will compound over time against their competitors that are trying to blast and blanket the market with AI slop content. Now let's talk about why this has happened because understanding the mechanism is how you use it.
2022, AI content tools go mainstream. Everybody experiments. They're all over the place, some of which have already been run out of the market. In 2023, the flood starts, right? AI generated articles, podcasts, videos, newsletters. Consumer curiosity, obviously, for this type of content is high. And 60% of people in that time say that they're open to AI generated content.
Now, move forward to 2024, right? The flood, this AI content flood becomes a tsunami and every platform, every brand, every solo operator pumping out massive volume, it just becomes a signal to a noise ratio that collapses into nothing.
now here we are 2025 right not too long ago consumer fatigue has started to set in at this point people can't articulate why right you may have felt the same way but just something's missing the content might be technically correct the hooks might be great you might have appropriate structure but it just feels emotionally empty And now we find ourselves in 2026.
IHAR Media, one of the largest media companies and brands in the world, runs the research and finds that only one in four people, one in four, from 60% in 2024 to 26% in 2026, just two years later, the market has spoken and the bottom is falling out of pure 100% AI generated content. People just don't want it. And it may be a trust issue. It may be an uncanny value issue. But the stats don't lie.
So here's the economic principle underneath all of this that we want to think about. When supply of something explodes, the price collapses. That's AI-generated slop content. AI created an infinite supply of adequate content.
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Chapter 4: What are the three strategies to build your unique point of view?
That's a job description. Hard mode isn't a virtue, it's a tax. That's a point of view. My point of view, personally. The AI content gold rush created the most valuable scarcity in a decade? That's a point of view. What do you believe that most people in your space would never say out loud? What's that thing? Write it down. That's your asset. That's your guaranteed human differentiator.
That's the thing that makes you different from everyone else pushing out slop. Move number two, put it on record consistently.
many people will just say things once and move on the value of your point of view is it compounds with repetition and time it becomes what you're known for becomes why people choose you over your competition one episode where you say something interesting in a moment one video one social media post it's not enough 450 episodes where you say the same idea the same core concepts you build on them you refine them you hone them you connect them in a to a coherent worldview
That's a body of work. That's a brand. That's a moat. People love me and people hate me. I know from the comment. They know where I stand. And honestly, the market rewards this kind of consistency. Not because consistency is virtuous, but because, frankly, consistency is rare. Most people quit before that compounding kicks in. It is a shame. I've seen it far too many times. Don't be most people.
Move number three, price it like the scarcity that it is. This one is what most people skip, like most people skip this step when I talk through it. If you have a genuine point of view built over years that your audience trusts, you are not competing with AI content. There's no competition there because you're in a different category altogether entirely.
While everyone else is trying to come up with a better prompt, you are just executing on what you believe. This means that you should be pricing in a different category entirely. The creators, the leaders, the founders who have 50,000 people, deeply engaged subscribers who trust their judgment. It's not worth less than a brand with 2 million followers who generates AI content at scale.
I would argue that the founder, the executive, the creator with 50,000 deeply engaged subscribers who trust their judgment. that that brand is as valuable or more valuable than the one that has 2 million followers who just generates a massive amount of AI content at scale. The engaged subscribers, the trust is worth more. The trust is the scarce resource.
The trust comes from being guaranteed human. Trust is what guaranteed human is actually selling. So stop pricing yourself like you're competing with this AI content flood. If you're being human, you're not even competing with that content. You're not in the flood. You're up on the dry land.
You're standing there looking out over this ocean of content slop, knowing that you easily stand out because of the nuanced, specific, novel ideas that you share, the human ideas that you share. So here's the thing about market signals. They don't wait for you to be ready. IHAR Media didn't run that research report to do you a favor, to do me a favor, frankly.
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