2026 Trends: More soul, less slop

Human storytelling is in demand as low-quality AI content piles up

Back in September 2025, several people noted the irony in ChatGPT hiring for a content strategist (shaping “voice and tone”) and Anthropic looking for a managing editor (including reference to its “boundary pushing narrative content”).

These are effectively human storytelling roles, on hefty wages. They recognise the fact that tech has to be chosen, implemented and understood by humans. And at the moment, humans are crying out for authentic insight.

Imperfection equals authenticity

It’s not hard to understand why. ‘Slop’ was Merriam Webster’s word of the year for 2025 and apparently now accounts for half of written web content. Younger generations have started to say, “that’s AI”, as slang for ‘fake’ or ‘unbelievable’. LinkedIn is full of converging copy, with all the hallmarks of generative AI (the ‘rule of three’, the uncanny vocab, repetitive syntax, ‘not this, but that’). Typos have become as much a reassuring beacon of humanity as they are a sign of shoddy workmanship.

This trend has been bubbling under for years and it’s nothing new – brands haven’t suddenly woken up to the power of authenticity, expertise and trust. But arguably consumers, if not more sceptical than ever, are increasingly wary of everything from scams and misinformation to data misuse and opaque business practices.

The value of employee advocacy

In this environment, marketers should consider the value of employee advocacy (we can see this not just across B2B, but in the strategies of retail brands such as Currys and Argos who are using employee generated content).

Research firm Mintel in its latest beauty and personal care predictions asserts that by 2030 “imperfection will be the new luxury”, with demand for products that “feel raw, human, and unpolished”.

Expert-led content is another way to stand out. It doesn’t need to be over-produced. Simple explainer posts that come from people with deep knowledge and passion for a product or category can outperform highly polished assets.

This is an excerpt from CTI Digital's report, 2026 Trends: Marketing in the Age of AI.