Photo by Luke Jones on Unsplash
The synthetic scroll has arrived. Meta’s got Vibes. OpenAI’s launched Sora. Our feeds are set to get a lot less human, and a lot more perfectly personalised.
Seb Joseph at Digiday pulled together a sharp crew (including our own Jon Williams) to talk about what happens when machines start making the content we scroll past.
As Jon puts it: “When everyone can make anything, what really matters is knowing what’s worth making.”
“I’m sure my clients haven’t had time to react and form an opinion. Which is half of the problem: evolution is so fast it feels like a revolution every week or so. Being bathed in a never ending stream of hyper personalized synthetic content would have me reaching for the eject button personally — let’s not kill serendipity and happenstance please.”
You can read Seb’s full article here: https://digiday.com/marketing/the-synthetic-scroll-has-arrived-marketers-are-watching-nervously/. It was first published in Digiday 07.10.26.
