How consumers are filtering out AI-generated noise
Source: Jelle Smet
The shift from algorithm-curated human content to algorithm-amplified AI slop represents a structural collapse in traditional discovery tools—Google, TikTok, and Instagram are becoming noisier, not more useful. Consumers are adopting active filtering strategies (niche communities, paid newsletters, direct creator relationships) rather than passive browsing, fragmenting the attention economy into smaller, higher-friction ecosystems where human curation commands premium value. Tools and platforms that reliably distinguish signal from noise have immediate commercial openings. The trade-off: ordinary users risk being locked into information silos while only sophisticated audiences escape the deluge.