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In 1970, the BBC aired a sketch set in a greasy spoon café where two customers try to order a meal – only to discover that nearly every dish is packed with Spam. As the waitress rattles off the Spam-heavy menu, a group of Vikings bursts into song, chanting “Spam!” again and again.
And that’s how the word spam came to describe unsolicited electronic communication.
Fast forward to 2025, and we’ve got a new digital nuisance that’s just as intrusive. It’s called AI slop.
What Is AI Slop?
AI slop refers to the flood of low-quality, high-quantity content generated by artificial intelligence. You’ve probably seen it – those bizarre AI-generated ASMR videos that seem to defy physics or make you question reality altogether.
But it doesn’t stop there.
Many brands have jumped on the generative AI bandwagon to fill their social calendars. The appeal is obvious: speed and low cost. The result, however, is content that carries no real insight, sparks no inspiration, and often falls flat with the very audiences it’s meant to engage.
The Risk of AI Slop in Employer Branding
The same problem is creeping into employer branding. Candidates look at an employer’s social media to get a feel for culture, community, and authenticity – to picture themselves as part of that world.
So, if that curiosity is met with AI slop, they’re likely to leave feeling disappointed, disconnected, and maybe even a little betrayed.
Should We Stop Using Generative AI in Marketing?
Not quite.
AI slop might be bad for business, but that doesn’t mean AI-generated content itself is the enemy.
Just like spam wasn’t really about the food but the mindless repetition of it, AI slop isn’t about the technology – it’s about the misuse of it. The real issue isn’t that brands are using AI; it’s that they’re using it without thought, intention, or human perspective.
When used wisely, generative AI can be an incredible creative partner. It can help you brainstorm faster, visualise ideas instantly, and explore directions that might have taken hours to develop manually.
But it was never meant to replace the human voice. It was meant to amplify it.
How to Use AI Authentically in Employer Brand Marketing
Here are a few ways to avoid falling into the AI slop trap – and create content that connects.
1. Start with purpose, not prompts.
Don’t open a blank chat window and hope for a viral idea. Start with a clear message, a defined audience, and a reason to speak. Then use AI to enhance that idea – not invent it.
2. Fact-check and sense-check everything.
Treat every AI-generated draft as a first draft. Edit it. Infuse it with real data and human emotion. Ditch the generic phrasing and replace it with real stories from real people.
3. Protect your brand’s voice.
AI doesn’t know your tone of voice unless you teach it. Feed it your values, humour, and phrasing. Without that, your content will sound like everyone else who asked for “a social post that’ll go viral.”
4. Let your people do the talking.
The most powerful employer brand content still comes from employees. Use AI to help them express their stories better – not to fabricate ones that never happened.
5. Remember: less is more.
The secret to quality AI-assisted content lies in intention. Don’t flood your feeds just to stay visible. Focus on crafting fewer pieces that actually make your audience feel something.
The Bottom Line
AI isn’t going anywhere. The question isn’t whether to use it, but how to use it meaningfully.
So by all means – generate, experiment, and create. Just remember to keep purpose and people at the heart of it all.
And once you’ve acquainted yourself with the starting line and want to take things further, you know where to find the Outthinkers.
